The Meat and Livestock Commission has confirmed that it is reviewing its advertising arrangements and account with a view to flagging up the English Quality marks.

Part of the objective of a statutory review of its advertising is to produce a new integrated campaign for English Quality Beef and English Quality Lamb on behalf of EBLEX.

The MLC’s current agency is BMP DDB. “It is anticipated the official notice will be published in the Official Journal of the European Community well before the end of this year,” said a spokesman. “There is not a great deal we can add at this stage.”

1994 introduced the Recipe for Love TV campaign integrating beef, pork and lamb into a single campaign targeted at improving the image of meat. This continued until 2002. During the BSE crisis the Minced Beef Quality Mark was introduced as part of the strategy of reassurance. 2000 introduced Tim Nice but Dim with his midweek convenience message for British beef and lamb.