Meat bosses are to launch a drive to change consumers’ perception of beef as a fatty, unhealthy product.
The Meat and Livestock Commission will use a European Union grant to purchase up to £750,000 worth of consumer press advertising space in the new year.
The grant has also funded a study into consumers’ attitudes towards beef.
The results of this research were used as the basis for the brief to the advertising agency, said MLC consumer marketing manager Chris Lamb.
Multiple choice questions about beef were presented to creatives in the format of ‘Who Wants to be a Millionaire’ questions in an effort to demonstrate what misconceptions about beef already existed.
The campaign means the MLC is following in the footsteps of the British Pig Executive, which is to spend £1.5m on positioning pork as a healthy product (The Grocer, September 18, p62).