The ad shows a plate on which two pork chops face each other to form the figure 96. Alongside the meat runs the copy "% fat free", to illustrate the fact that pork only has 4 per cent fat.
The campaign aims to boost sales of pork among women by challenging the belief that pork is a fatty meat.
The ad was written by Dave Buchanan and art directed by Mike Hannett and will run from September to March 2005 in women's titles. Media planning and buying is through OMD UK.
The MLC is conducting a restructuring of its agency relationships under the guidance of its marketing director, Richard Lowe.
The organisation reviewed its creative agencies earlier this year, which resulted in DDB, its agency of 11 years, taking on advertising for the British Pig Executive. At the same time, Leo Burnett was added to its roster and handed the brief for the British Beef and Lamb Executive. Fallon and Publicis also won places on the roster.
In July, the MLC kicked off a hunt for a media agency to develop a strategy for the MLC, the British Pig Executive and the English Beef and Lamb Executive.
The incumbent media agency on the roster, OMD, is expected to repitch in the process, which is likely to see three media agencies added to the roster.
The Commission is also reviewing its advertising support services and PR agency arrangements.