Ham & Beer

RAISE THE STEINS

Beer is coming back!

Thus did Adolf Gobel Inc. (packers) boldly capitalize the Prohibition issue last week in their advertisements in the Brooklyn Eagle, Newark News, New York Journal and Sun. Gobel's had earlier skirted the question with large spreads headed first "Give us beer," shout 20,00,000 New Yorkers, later a little more vigorously with "Banish poison booze!" But last week's prophecy or announcement was boldest of all. The excuse for it: Gobel's promised to make "a generous cash contribution to a worthy society working for Prohibition reform" for each can of Gobel's Sugar Cured Ham sold.

The company already felt sure of the sales reception it would meet. During the first week of the campaign sausage was being plugged. At once the sales increased from 21,000 lb. to 54,000 lb. per week.

Gobel advertising is handled by Benton & Bowles. Before setting out on the campaign 200 New York women were called at random on the telephone. Only seven were in favor of the 18th Amendment. That decided Benton & Bowles.

Adolf Gobel, Inc. sells 1,248 meat items, is chiefly famed for its frankfurters, is ranked as a big company by virtue of its sales ($46,000,000 last year) if not for its earnings ($131,298 last year). President is Frank Martin Firor, 58, who became Gobel's head in 1927 when it merged with George Kern Inc., for which he was working. Founder Adolf Gobel died four years ago.

President Firor is delighted with the beer & ham campaign, plans to use it throughout the land. He has selected the Woman's Committee for the Repeal of the 18th Amendment as the organization to which the Gobel anti-Prohibition contributions go. He would not say last week how much cash each can of hash would yield.

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