March, 1!)1G. 



Rl 



American Hee JonrnalJ 



'fee--^ 



<^ M*J 



paign on " Sunkist " fruits had grown 

 to big proportions. 



In June, 1!)14, the distribution of 

 Sunkist oranges and lemons having 

 become quite thorough, the advertising 

 compaign was expanded and entered a 

 few magazines of general circulation 

 in addition to the newspapers. An an- 

 nouncement to dealers after the cam- 

 paign was in full swing stated that 

 "These oranges are being advertised 

 in 28,0(10,000 homes through the most 

 widely read magazines and in 500 news- 

 papers." In 1915 the campaign was 

 again enlarged, a total of 54 advertise- 

 ments being run in such magazines as 

 Saturday Evening Post, Ladies' Home 

 Journal, Woman's World, Collier's, 

 Mother's Magazine, People's Home 

 Journal, People's Popular Monthly, 

 Ladies' World, Christian Herald, Lit- 

 erary Digeit, Youth's Companion, Good 

 Housekeeping, and National Sunday 

 Magazine. It was estimated that the 

 circulation of these advertisements, 

 lumped, was over 52,000,000. As re- 

 gards newspapers in 1915, the total cir- 

 culation of the papers used equalled 

 15,000,000, and a series of 17 advertise- 

 ments was run in each paper. 



This year's campaign cost the Ex- 

 change $375,000 as against $225,000 in 

 1914. In 1915 the orange and lemon 

 campaigns were conducted separately 

 for the first time, $230,000 being de- 

 voted to orange advertisements, $100,- 

 000 to lemon advertisements, and the 

 remainder being used for recipe book- 

 lets, announcements to jobbers and re- 

 tailers, and premiums. 



The silverware premiums given in 

 exchange for Sunkist wrappers have 

 played an interesting part in the cam- 

 paign. By giving a value to the tissue 

 paper wrapper, the Exchange gave 

 consumers an extra inducement to ask 

 for Sunkist fruits by name. 



CHARACTER OF APPEAL. 



The advertising has been designed to 

 appeal to both emotions and intellects. 

 That is, it has tried to make the pub- 

 lic's mouth water for oranges by pic- 

 turing them so that in the illustrations 

 they look good enough to eat, and it 

 has given reasons why Sunkist should 

 be specified in buying oranges, instead 

 of accepting ju$t any brand, or no 

 brand at all. For example, it is always 

 emphasized that only the best oranges 

 are packed in Sunkist wrappers, that 

 they are picked ripe, this being possi- 

 ble because of refrigeration facilities 

 and general speed in shipping, that the 

 grading is done by experts, who know 

 when an orange is sweet and juicy by 

 looking at it, and lastly that the wrap- 

 pers have a cash value. The advertise- 

 ments offer a recipe booklet giving 

 every imaginable way of serving or- 

 anges. As the campaign is designed 

 to increase demand on retailers the 

 booklet offer alone allows the Ex- 

 change to directly guage the pulling 

 power of the advertisements. Con- 

 sumers are not told that they can get 

 the booklets from dealers, but that they 

 must write to the Exchange for them. 



Lemons are advertised in a very simi- 

 lar manner. The Exchange also mar- 

 kets a second grade of fruit under the 

 trade name of Red Ball Oranges and 

 Lemons. 



How well the Exchange knows its 



//<^./f-f./.l«. ■ Thrrc „» K8,« of lu«,oo. or.niK 



F.mou. (Ul, p.cfcr SunUl br<*i.» <I"l>a d..cfibcd in auc (>« .rt.p; 



ihli Kin>>ndtTnd'iliu>liTi>k«lhebc*i book. TK>y w.II lend •■,ic,y lo you, 



f>:.li'nd„.J b«l/.^>ti.xduh»loa. mukandare v«y quKkly and ».,ly 



M.ILooi of houKw.vii me no» And. p'CMrcd No woman avc, y.anii In b« 



ma out tha« (acr, >;.u will find ihtm ""houi ihia book once aha know, how 



oul onie you liy Sunkin. htnlllilul oiangaa arc and knowa iKe 



So oida. landcrSiinkmaaadleaa naval akarming a>a,a lo aiy ihu fruK. 



Manaaa lor all cul.nary uara .n ,.■". Sand now lo, ibe bwk A poaltaid 



CAUFORNIA FRUIT GROWERS EXCHANGE 



Eail.nHaadq.u1... DaaL IN N. Claib Si. Oikaao 



Jaaa Sana.., Iiiiaa la.aapaia tei kaaal'/af il/aa>«ara "" laSI 



Sample Advertisement Used By the 

 Orange Growers 



market is indicated by the growers' ex- 

 perience in 1912-13, when unexpected 

 cold weather reduced a crop which 

 had promised to set a new record of 

 over 13,000,000 boxes to a scant 5,000,- 

 000 boxes, less than half of the number 

 of boxes shipped in 1910-11, and only 

 53 percent of the previous year's ship- 

 ments. But the Exchange knew that 

 the shortage would result in higher 

 prices provided the oranges were 

 placed right. Results were that while 

 shipments equalled 53 percent of the 

 previous year, cash returns equalled 79 

 percent. 



I think it is obvious from the fore- 

 going that the primary functions of 

 the California Fruit Growers' Ex- 

 change are : 



1. To insure that only first quality 

 oranges are packed under the Sunkist 

 brand. 



2. To create and foster a growing 

 consumer demand for oranges and 

 lemons through advertising. 



3. To keep in accurate touch with 

 conditions in the orange and lemon 

 market. 



Incidentally the Exchange does many 

 other things that it happens to be able 

 to do on a wholesale scale for its 



Dr. Bonney's Sign Beside the Railroad 

 AND Wagonroad 



members. For instance, it operates a 

 supply company which is a stock com- 

 pany whose stock is held by the local 

 associations and pays 6 percent divi- 

 dends. This company has effected 

 large savings in the purchasing of lum- 

 ber, nails, etc,, for crating. 



In the field of fruit production there 

 are other instances of cooperation 

 than that furnished by the California 

 Fruit Growers' Exchange. The Cali- 

 fornia Associated Raisin Company is 

 not strictly an association but is a com- 

 pany organized along cooperative 

 lines, for profit. It is beginning to do 

 in the raisin field exactly what the 

 Fruit Growers' Exchange has been 

 doing. The Florida Citrus Exchange 

 furnishes another example of success- 

 ful cooperative advertising by citrus 

 growers. The walnut growers of Cali- 

 fornia are beginning to do cooperative 

 advertising. The general experience 

 of all these can add very little to what 

 has been said, however, though details 

 in their operation might repay study 

 later. 



BEEKEEPERS COULD DO LIKEWISE. 



In conclusion I want to say that I 

 think a national association of bee- 

 keepers might perform in the honey 

 field all of the three primary functions 

 performed by the California Fruit 

 Growers' Exchange as listed above. 

 Let us see. 



1. It could certainly originate a 

 brand new name and protect it, and it 

 could see that all of the first quality 

 honey produced by its members be 

 packed under that name, and that no 

 second quality honey be admitted. For 

 second quality honey it could adopt a 

 different brand name. 



2. It could begin advertising in a 

 small way, if it desired, picking out 

 certain localities and using newspaper 

 copy in an experimental way. That 

 consumption of honey can be increased 

 by advertising I believe has already 

 been demonstrated by a private com- 

 pany which markets a brand called 

 " Airline Honey." The campaign would 

 naturally expand to national dimen- 

 sions. 



3. It would keep in accurate touch 

 with conditions in the honey market 

 by appointing agents at the various 

 market centers, and in other approved 

 ways. 



That such a program would operate 

 to secure rapid growth in the industry 

 and a ready market for the increase I 

 personally have no doubts. The or- 

 ange growers today are figuring on no 

 less an undertaking than the doubling 

 of orange shipments from California 

 in the next five years, though popula- 

 tion increases only about 2 percent 

 each year. They have only advertis- 

 ing to depend on to take care of this 

 increase, yet they are getting confi- 

 dently to work. 



Honey is a commodity that the pub- 

 lic knows little or nothing about. Only 

 the other day my wife asked me how 

 honey happened to come in little 

 square frames, and I didn't know 

 whether these frames were put into the 

 hives, or whether the honey was put 

 into them after it was removed. Inci- 

 dentally we had honey on our table 

 that evening for the fiist time since our 

 marriage, unless I am mistaken. 



