New ad campaign from EBLEX

Busy family mealtimes are the focus of the latest Quality Standard TV advertising sponsorship campaign on the UKTV Food channel.

The series of TV ads, known as 'sponsorship idents' feature a family preparing to sit down to a series of freshly cooked meals, highlighting the versatility of quality beef and lamb as a key ingredient in family dishes for any day of the week.

"Growing numbers of consumers are turning away from pre-prepared food to cook family meals from scratch in a bid to control their shopping bills," said EBLEX head of consumer marketing Jane Ritchie-Smith.

"EBLEX has targeted this latest Quality Standard TV ad campaign at those 'food interested' consumers, looking for recipe ideas that are nutritious and easy to prepare for busy families."

The 'Every Day a Different Dish' idents series appears before, during and after well-known programmes on the UK TV Food channel, such as 'Market Kitchen', 'Ready Steady Cook' and 'Masterchef'.

The TV ads are scheduled to run until February 2009. They are being supported by a run of the Beefy and Lamby 'Dish of the Day' press adverts in key women's press and food titles, along with online advertising as part of a £1.5m campaign over the current year.