Brief

The Meat & Livestock Commission’s latest response to the ‘mad cow’ crisis is a series of poster ads to be followed by a TV campaign from its agency BMP DDB. The poster drive breaks this week and tells consumers about the MLC’s ‘Quality Minced Beef Standard’, which is designed to reassure consumers about the quality of British minced beef. All minced beef with the mark is certified to be offal free, 100 per cent beef, made only from regular cuts and their trimmings and produced from cattle under 30 months-old.