Northern Ireland-Promoting the benifits on Minced Beef.

NORTHERN IRELAND-MINCE ON THE MENU IN MEAT CAMPAIGN.

The Livestock and Meat Commission for Northern Ireland (LMC) has announced that its successful mince advertising campaign will return to television screens across the UK.

The ads, which were first broadcast in January 2007, are designed to highlight the quality of Northern Ireland beef production. They will be shown on channels UTV, Channel 4 and GMTV.

LMC marketing director Naomi Waite said: "We want to highlight the versatility of minced beef and how it makes the perfect ingredient for a wide range of convenient, nutritious dishes that the whole family will enjoy.

"This is particularly important during this difficult economic time, as Northern Ireland Farm Quality Assured mince is not only versatile and nutritious, but offers good value for money, which is essential to the shopper."

The TV campaign will be supported by a poster campaign plus in-store sampling, with store walkers distributing recipe leaflets throughout March in the major Northern Irish retailers and cookery demonstrations in schools.