British Chicken Marketing's (BCM) 2007 campaign has sprinted into action with the signing of former Olympic champion athlete, Sally Gunnell, to front its £1m 'buy British' campaign.
The 400m world record holder, who is now an ambassador for health and well-being, is the daughter of a poultry farmer and a keen supporter of local produce.
"I've got three young sons and try to feed my family a healthy, balanced diet – which includes chicken at least three times a week, as it is low in fat, nutritious and we all love it," says Sally.
"And whenever I buy chicken, I always look for the Red Tractor and Union Jack on pack, so I know it is produced to high standards and can be traced back to the British farm it came from."
Chicken is the nation's favourite meat and accounts for over 40 per cent of the meat we consume in the UK. And while research has revealed that an increasing number of Britons prefer to eat home-reared birds, we import more and more chicken every year.
Since 1990, the amount we import has quadrupled, and in 2005 we imported over £900 million worth (487,283,734 kg) of chicken.
"Many people assume that all fresh chicken on sale must be British, and others are confused by labelling or simply forget to check. That's why it's important to check the label, or ask your butcher, to be sure you are buying British," says Sally.
BCM's 2007 campaign will include press advertising for the first time in its four-year history, with three separate bursts planned for March, May and November. Creative executions will involve lifestyle imagery, plus Sally endorsing the 'buy British' messaging.
Sally will also be involved in other activities to promote the benefits of British chicken, including BCM's annual 'Roast a British Chicken Weekend' on 3-4 March, as well as fronting news stories and radio interviews.
"We are delighted to have Sally's support," says Charles Bourns, chairman of British Chicken Marketing.
"Not only does she represent the best of British, she is also a true ambassador for healthy living and, as a mother herself, she understands the importance of feeding her family fresh, nutritious foods from traceable, independently-checked British farms."