Farmers fight latest beef ban with first campaign in press

The National Farmers’ Union is putting pounds 250,000 behind its first advertising campaign in the wake of the Government move last week to ban beef on-the-bone.

The National Farmers’ Union is putting pounds 250,000 behind its

first advertising campaign in the wake of the Government move last week

to ban beef on-the-bone.



The NFU is spending the money through the Osprey Group before Christmas

to persuade ministers to help members hit by the continuing BSE crisis

and cheap meat imports. It particularly wants the Government to do more

to access a pounds 980 million EU hardship fund, claiming that farmers’

incomes have fallen by 47 per cent this year.



The first burst of ads appeared this Tuesday in papers including the

Daily Telegraph and the London Evening Standard and focused on the

contribution of farmers to British life. One ad, with the headline: ’Who

cares if Britain’s farmers are under threat? You should’, pointed out

that the industry employs 500,000 people who care for more than 80 per

cent of British land.



It included a coupon for readers to cut out calling on the Government to

’honour its manifesto commitments to look after rural communities’.



Other ads will appear next week, while further spend will depend on the

political response to the campaign. The ads were created by Osprey’s

creative director, Mike Reynolds.



The agency’s development director, Geoffrey Sundquist, said that the

campaign had been put together over the weekend after a surprise phone

call from the NFU president, Sir David Naish. Osprey has worked with the

organisation for the past year on promotional activities.



He added: ’We’ve done fast turnaround ads before for clients but nothing

this complex. We had to get all our facts absolutely right.’



Osprey also handled media buying for the campaign.



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