. Cranberries; : the national cranberry magazine. Cranberries. â..- Cranberry Institute MONTHLY REPORT TO THE INDUSTRY By ALDEN C BRETT, President. V'" '*" â "" "" "" "" "" "" "" "" At a meeting- of the directors of the Cranberry Institute held on July 10, advertising and pro- motional plans to be carried out on a non-brand, industry-wide basis to stimulate the sales of both fresh and processed cran- berries were reviewed in detail and given unanimous and enthusi- astic approval. In the fresh field the
. Cranberries; : the national cranberry magazine. Cranberries. â..- Cranberry Institute MONTHLY REPORT TO THE INDUSTRY By ALDEN C BRETT, President. V'" '*" â "" "" "" "" "" "" "" "" At a meeting- of the directors of the Cranberry Institute held on July 10, advertising and pro- motional plans to be carried out on a non-brand, industry-wide basis to stimulate the sales of both fresh and processed cran- berries were reviewed in detail and given unanimous and enthusi- astic approval. In the fresh field the United Merchandising Institute will place in the stores of approximately 35,000 participating retailers, a colorful irrerchandising kit con- sisting of fresh cranberry price cards, a large 15" x 33" theme poster announcing the arrival of the fresh cranberry season and smaller utility posters. Thus every housewife who enters these stores will have called to her at- tention the fact that fresh cran- berries are here again. This type of promotion has been very effec- tive in stimulating the sales of other fruits and vegetables. In addition "Fresh for Health", an allied branch of the Fresh Fruit and Vegetable Association of which the Cranberry Institute is a member, will give cranberries two releases to the trade at appro- priate times during the season. Broader coverage which will in- clude both fresh cranberries and processed cranberry products will be supplied by the Charles F. Hutchinson, I n c. Advertising Agency. The objective of the Hutchinson advertising and pro- motion plan was stated by the agency as follows: "(a) To sell more cranberry products of all types through a program of advertising, mer- chandising and publicity aimed at multiple purchases. (b) To create a short-cut in establishing the Cranberry In- stitute as a top-grade industrial organization and authoritative information bureau for the cran- berry industry. (c) To create a fast, ha
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