The Danes have branded the MLC's controversial ad campaign for pigmeat as a flop. Research commissioned by the Danish Bacon and Meat Council from NOP showed that awareness of the British Quality Standard Mark was 40% the week after the second MLC advert was used, up just 1% from 39% in January. NOP also found awareness of the campaign was only 25%. DBMC marketing director John Howard said this was a poor performance considering there had been a media spend of £500,000. "The evidence to date suggests this is a poorly executed campaign and an ill conceived strategy." The Advertising Standards Authority is considering a complaint by DBMC. {{NEWS }}