Magazine article Marketing

Boost for Beef as Industry Wins Advertising Battle

Magazine article Marketing

Boost for Beef as Industry Wins Advertising Battle

Article excerpt

The meat industry will launch a fresh attempt to boost beef sales on November 4 as it celebrates victory over the vegetarian lobby in a bitter row over ad claims.

A full year and a half after the Mad Cow scare collapsed meat sales by a third overnight, generic promoter the Meat and Livestock Commission (MLC) is to plough 3 million pounds into a TV and poster campaign in November and December--key months for consumption of hot meals.

The campaign is a re-edited version of the "reassurance" ads the MLC ran in the immediate wake of the scare last autumn, featuring a cosy family rather than the pre-BSE tactic of displaying adventurous dishes like beef in whisky sauce.

But both client and agency DMB&B claim the new version is more upbeat -- people walk faster and the music plays faster--clearing the way for a return to more adventurous creative work next year.

"The ads have moved from slightly defensive to much more confident," maintains MLC head of consumer marketing David Bowsher. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.