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MLC targets women with pounds 1.5m press ad campaign for pork.(Meat and Livestock Commission )(Brief Article)
The Meat and Livestock Commission is using a pounds 1.5 million press campaign to tell women about the health benefits of eating pork.
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 ...
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