|Is Ralph the new canine face of tripe?|
Sir Norman said: "We have to admit that sales of tripe in the second quarter of 2013 were disappointing - despite our best endeavours. I'm cautiously optimistic that all the excitement around World Tripe Day last month will - in time - show through in improved sales. But until then, we cannot stand idly by and must redouble our efforts to make tripe the popular foodstuff it once was."
The Tripe Marketing Board has launched a campaign to find a new canine 'poster boy/girl' which has already had some success on Twitter, using the 'hashtag' #tripedog. Ralph, who features in the new test-marketing programme, was one of over 20 dogs who put himself forward to be the canine face of tripe in 2014. The campaign will continue until the end of November, when Lady Cheryl Wrassle will judge the results.
The test-marketing involves posters being displayed in the Bolton, Bury and Wigan areas on municipal park fences, lamp posts and traffic lights. "Our research suggests dog owners respond well to pictures of dogs on posters in precisely these places," Sir Norman added.