butchers' beef mince posters launched

A new beef mince poster campaign has been launched in butcher shops across Northern Ireland this week by the Livestock and Meat Commission (LMC) to boost recognition of the Northern Ireland Farm Quality Assurance Scheme (FQAS) logo.

Naomi Waite head of LMC marketing said, "The posters are designed to support the mince TV advertisements which have been on air since January.

"The attention grabbing posters have been especially designed to appeal to a wide consumer audience and they feature a tasty mouth watering beef burger and luscious oven baked lasagne."

The posters are part of a wider campaign which includes literature, an outdoor poster campaign as well as in store sampling in the major retailers in Northern Ireland.

The TV advertisement gets consumers to look for the FQAS logo in butcher shops and on retail packs so that they have assurances about the quality of the farm on which the beef had been produced and the scrupulous production methods that are used to ensure uncompromising food safety, animal welfare and care for the environment.

Waite says: "This activity will be used to amplify the key campaign messages from the TV advertisement at the point of purchase.

"We at LMC are confident that it will prove to be very useful as point of sale material. The long term impact of this campaign will be further strengthened by cookery demonstrations in schools and the community ensuring consumers are made aware that FQA beef mince is a safe, traceable and nutritious food choice and an integral part of a balanced diet."

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