Olympic support for British chicken

British Chicken Marketing's (BCM) 2007 campaign has hit the ground running this year, with the announcement of Sally Gunnell as front woman for its £1m "buy British" promotion.

The former Olympic champion, and 400m world record holder, is now an ambassador for health and well-being and 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," said Gunnell.

"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," she added.

The campaign, which is aimed at raising the profile of British chicken, includes press advertising for the first time in BCM's four-year history. Three separate bursts are planned for March, May and November. Creative executions will involve lifestyle imagery, plus Gunnell endorsing the 'buy British' message.

She 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," said Charles Bourns, chairman of BCM. "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."