Magazine article Marketing

Dewhurst to Put Meat Back into Tennis

Magazine article Marketing

Dewhurst to Put Meat Back into Tennis

Article excerpt

Dewhurst to put the meat back into tennis

Retail butchers chain Dewhurst is to sponsor chronically underfunded British tennis with a coaching scheme promoted through its stores.

The "master butcher" is backing a tennis training school designed to produce British Wimbledon winners with a "six figure" package, as it attempts to ally meat's image with sport and health.

UK retail meat sales are 6% down this year, in a market in decline during the last decade with supermarkets stealing increasing share. Butchers' cut of red meat sales has plummeted to 43% from 60% ten years ago.

The move follows a similar effort to promote a healthy image for meat by suppliers. The Meat and Livestock Commission launched a controversial "Meat to Live" press ad campaign last year in the same week that a cat died from BSE.

Dewhurst spent only 56,000 [pounds] on TV advertising in the year to May 1991 (Media Register) but will not confirm its below-the-line budget or any change in its spend this year. …

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