24 June 1998
EU digs deep to promote British beef

By FWi staff

THE Meat and Livestock Commission has successfully secured £2.3 million from the European Union to promote British beef to UK consumers.

This is the fifth year the MLC has received EU funding to promote British beef. It will chip in £1.5m of its own money to boost the advertising campaign – which will run until spring next year – to £3.8m.

Brian Kilkenny, trade marketing manager, said the extra money means a bigger promotional campaign. As well as television advertising, the extra funds will support poster campaigns focusing on the nutritional benefits of beef, and retailer and catering promotions. It will also allow extended advertising in womens magazines.

Mr Kilkenny said the growing importance of the catering sector would be reflected in the campaign, with more public relations activity in this area. Funds will also be directed towards stimulating the increased use of beef in school meals.