9 February 2000
MLC pork ads ‘miss the point’
By FWi staff
THE latest advertisements for British pork fail to tell consumers why it is a better product than competitors, claims an advertising agency chief.
Peak-time Meat and Livestock Commission television commercials intend to show that pork is delicious and convenient, and illustrate this with recipes.
The strategy could inspire cooking, but failed to address the concerns of pig farmers, said Greg Delaney, chairman of advertising company Delaney, Lund, Knox Warren and partners.
“With the situation pork producers are in now, advertisements really need to give consumers tangible reasons why British pork is better than competition,” Mr Delaney told the Radio 4 Farming Today programme.
British pig producers want to emphasise that Britains ban on the stall-and-tether system means their pigmeat is produced under a more welfare-friendly regime than many competitors.
“Consumers dont really need to be told how to cook pork, but they do need to differentiate between a product which is generally acknowledged to be better, raised to much higher standard, ” said Mr Delaney.
MLC pigmeat marketing manager Chris Lukehurst said the second part of the campaign would highlight British pig welfare.
Mr Delaney acknowledged that the tone of MLC campaigns was constrained by European free trade rules.
The MLC can say that British pork is great, but it cannot draw comparisons with competitors.
The EU also provides funding for the MLC
Mr Lukehurst said the MLC would be introducing a more strident campaigning style over the next six months.