The British beef fiasco has forced the Meat and Livestock Commission to
axe a campaign which focused on beef and was due to go out nationally on
It is understood that the Commission had booked pounds 1 million worth
of television airtime to launch its new advertising, written by John
Webster, BMP’s executive creative director. The ad was due to replace
the last execution which promoted pork.
The commission’s beef and lamb promotions manager, Andrew Ovens,
confirmed the decision to pull out.
‘In the light of what has been said about British beef we decided to
review all our activity and not to go ahead with the campaign,’ he said.
‘All of our advertising has been put on hold.’
Meanwhile, the Department of Health has changed its mind about launching
an emergency campaign, through Ogilvy and Mather, to reassure the public
about the safety of British beef. O&M was commissioned to produce a
pounds 250,000 national press blitz (Campaign, last week). However, a
spokesman for the department confirmed the idea had been dropped.
‘In the event, we decided there was no need to spend money on
advertising because of the vast amount of press coverage,’ he said. ‘We
have no plans for advertising. We don’t see that happening in the short
Burger King is the only hamburger chain to have advertised beef-based
products recently. Its latest work, through D’Arcy Masius Benton and
Bowles, finished last Sunday, according to a spokeswoman.
Unlike its larger rival, McDonald’s, Burger King has continued to sell
hamburgers made with British beef, until supplies can be sourced from
McDonald’s activity is now restricted to a campaign based on its 99p
breakfasts, which do not contain beef. The chain dropped hamburgers from
its menu on Sunday, until this Thursday, when it began to replace
British beef with overseas meat.
According to John Hawkes, McDonald’s vice-president, chief marketing
officer, there are no plans to drop advertising campaigns, although he
expressed relief that the chain is not currently advertising hamburgers.
A spokeswoman for Birds Eye, which suspended beefburger production on
Tuesday, said: ‘The situation is so fluid that our advertising is under