Beef advertising returned to TV this week as part of a £1.3m campaign funded by the MLC and EU. The ad features a family disappointed by having quiche for lunch when they were expecting a roast. Other activity includes radio interviews and a Hello! magazine article with celebrity chef Phil Vickery, together with regional press competitions. The MLC claims that sales of beef have been boosted since the beef on the bone ban was lifted. {{P&P }}