Red Meat market: Pulling round the Red Meat market

The objective for the Meat and Livestock Commission in its advertising from 1994-1997 was to combat the negative feeling towards red meat at the time. Already under pressure from changing family eating habits, the BSE crisis in 1996 added further pressure. The 'Recipe for Love' campaign stressed the importance and value of family meals at home. The supplementary campaign 'Beef Reassurance' kept customers up to date with the facts of the BSE crisis and the measures the industry was taking to protect the public. As hoped the decline in sales was halted and by 1997 unexpectedly they began to grow year on year. Adspend of £36.2m showed £739m extra red meat sales