An advertisement extolling the virtues of pork as a healthy low fat option was shortlisted in the top four as the best national newspaper ad of 2005.

The 96% fat free advertisement run by the British Pig Executive was the January winner in the ANNAs - Awards for National Newspaper Advertising, run by the Newspaper Marketing Agency.

It then went into the national finals and reached the shortlist of the last four but was beaten by an advertisement from Tesco's.

BPEX Consumer Marketing Manager Chris Lamb said: "It's great to do so well bearing in mind how little BPEX has to spend when compared with Tesco.

"It shows how much can be achieved on a small budget and how effective print advertisements can be.

"Hundreds of thousands of advertisements are carried in national newspapers every year and to take the title of the best in a particular month is a major achievement in itself."

The 96% fat free advertisement is being re-run as part of the continuing campaign, this time appearing in women's lifestyle magazines. It is also being used on-pack in supermarkets.

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