Roast a British chicken this weekend - UK - This weekend British Chicken Marketing is encouraging Britons to celebrate the tradition of sitting down with friends and family to enjoy a roast chicken dinner.

You will find special packs including posters and recipe cards at butchers up and down the country. Supermarkets are also supporting ‘Roast a British Chicken Weekend’ with Tesco, Sainsbury’s, Asda, Morrisons, Co-op and Somerfield carrying a mixture of eye-catching products, coupons and recipe cards in their stores.

Host a roast

Have a look at www.hostaroast.co.uk, for new recipes, roasting hints and tips, and prize giveaways.

Charles Bourns, chairman of British Chicken Marketing, is enthusiastic about the campaign. “We believe we have developed a comprehensive, impactful campaign that will significantly increase consumer awareness of British Quality Chicken and also drive sales of whole birds.

“Thanks to the enthusiastic response from retailers, consumer exposure to our new logo and slogan will be widespread over the coming weeks and in total we expect the campaign to reach well over 50 million consumers,” he said.

High profile celebrities including Jamie Oliver, Phil Vickery and Brian Turner have also pledged their support through a special charitable donation scheme forged with leading children’s charity Barnardos.

British Chicken Marketing has also commissioned leading futurologist Dr James Bellini to draw up a report into the likely state of family mealtimes in the year 2020. Look out for his findings in the national press, radio and TV stations.

Source: National Farmers Union - 1st April 2005