46 



NATIONAL DAIRY COUNCIL CHICAGO 



continued line of powerful advertise- 

 ments stretching over a period of three 

 years, pounding home the great neces- 

 sity and desirability of butter, and you 

 can see w^hat effect it will have upon the 

 consumer and your business. 



Every dollar spent in advertising substi- 

 tutes for butter must be met by a 

 dollar's worth of advertising for our 

 butter — the original article. 



And that is not all. 



We must restore butter to its honored 

 place upon the table and in the kitchens 

 of the American homes. 



Advertising will do it — advertising 

 alone. 



We must educate people to know and 

 to demand butter in the preparation 

 of their foods. Persistent substitution 

 has dulled their taste until they have 

 forgotten the deliciousness of steaks 

 and chops and fish and fowl — prepared 

 in butter. 



Billy, the Oysterman, of New York 

 City, famous throughout the country 

 for his glorious fish dinners, when asked 

 the secret of his supply of fish, answered : 

 "I buy fine fish, but it isn't the fish; 

 it's the way I cook them. I make them 

 literally SWIM in butter — good butter. 

 The best steak, chop or fish is ruined 

 unless you use plenty of good, fresh 

 butter." 



Testimony such as this, to the liberal 

 use of butter, and splendid results 

 obtained by cooking in butter must be 

 spread throughout the kitchens of 

 every home, every hotel, every restau- 

 rant in America. 



Through advertising we will teach our 

 people to insist upon butter, and plenty 

 of it. 



When once we inform mothers of grow- 

 ing children that withholding butter- 

 fat checks growth; that butter stands 

 supreme among nourishing foods for 

 energy and assimilation; when house- 

 wives and cooks become convinced that 

 it is poor economy and ruin of good 

 food to be sparing with butter when 

 butter is required; when patrons of 

 hotels, restaurants, clubs, dining cars 

 will unanimously call for and insist 

 upon a liberal supply of butter on the 

 table, and the exclusive use of butter 

 in the preparation of their meals, then 

 butter will come back into its own. 

 Your business will grow and prosper in 

 exact proportion to our vigilance, our 

 interest and our fighting strength in 

 combatting ignorance and competi- 

 tion. 



And, remember, when the butter man 

 increases HIS profits, it means better 

 business and better profits for the 

 breeder, the milk producer, the cream- 

 ery, the broker, the dealer, the separa- 

 tor man, the bam builder, the machin- 

 ery man, in fact, for the industry as a 

 whole. 



With the industry thus united, working 

 hand in hand, each for all and all for 

 each, you gain that greatest of all 

 powers in industry building — 



True Co-operation 



All parts of the industry work- 

 ing hand in hand. 



Fill out and mail today your subscrip- 

 tion blank. 



Make the amount as large as you con- 

 sistently can. 



