Meat advertising campaign suspended

1 April 2001



Meat advertising campaign suspended

By FWi staff

THE Meat and Livestock Commission has suspended a high profile advertising campaign because of foot-and-mouth disease.

The 2.5m advertising campaign, first run last autumn, features comedian Harry Enfield as Tim Nice-But-Dim to show consumers it is easy to cook beef and lamb.

It was hoped the campaign would boost lamb sales in the run-up to Easter.

But a second round of advertisements due this spring is on hold. Point of sale materials and a public relations campaign have also been suspended.

The Meat and Livestock Commission (MLC) advertising and promotional campaign is aimed primarily at 20-35 year olds and people wanting convenient meals.

An MLC spokesman said the organisation, which is part-funded by levies paid by farmers on livestock sold, would continue to monitor the situation.