Cricketing duo's ads hit for six.

COOKING cricketers Beefy and Lamby are disappearing from our TV screens after five years of persuading the public to buy Quality Standard Mark (QSM) beef and lamb.

The cartoons based on Ian Botham and Alan Lamb have been hit for six and will be replaced by a new QSM advertising campaign at the start of the barbecue season, when there is a surge in beef and lamb buying.

The English Beef and Lamb Executive (Eblex), which is behind QSM, is focusing its new adverts on the quality and traceability of beef and lamb.

Chief executive Richard Lowe said: "Beefy and Lamby has been successful in achieving significant and sustained consumer awareness of the QSM brand with its target audience in a highly competitive marketplace.

"Eblex's promotional strategy is one which must continually evolve to meet changing consumer demands while continuing to deliver a cost-effective return on investment. The latest Eblex consumer research has shown increasing concerns over the origin and integrity of the food on our plates."

The adverts are part of Eblex's pounds 4m levy-funded promotional spend for 2009/10.

CAPTION(S):

HIT FOR SIX Beefy and Lamby are disappearing from TV screens as new campaign focuses on concerns about the origin of food on our plates.