The English Beef and Lamb Executive kicks off the next phase of its national campaign focusing on the quality credentials behind the Quality Standard Mark.
The new television execution sees Lamby asking: "Which one is the real Beefy?" as Beefy's double enters the room. When both Beefys claim to be genuine, Lamby establishes the truth by checking for the Quality Standard Mark tattooed on Beefy's rump. As Dickie Bird is revealed as the impostor, Lamby declares: "I know Quality Beef when I see it!"