Eblex has launched a new round of advertising based on the versatility of Quality Standard beef and lamb for family mealtimes. The ads, which will appear on UKTV Food, focus on a family preparing to sit down to a series of freshly cooked meals and demonstrate how the meats can be a key ingredient of any meal. The ads are part of a £1.5m push by Eblex that will also include Beefy and Lamby press ads and run until February 2009. They will appear around key cooking programmes such as Market Kitchen, Ready Steady Cook and Masterchef.