We felt the campaign was inappropriate given the distressing pictures of funeral pyres

John Bullock, MLC Spokesman

A Waitrose spokeswoman said its campaign had been due to focus on the special relationship between the supermarket chain and farmers who supply directly to the shops.

"It was inappropriate to be transmitting images celebrating the success of the country and the achievements of the farming industry in the present atmosphere," she said.

But she said the campaign may be relaunched later with a different focus.

'Inappropriate campaign'

John Bullock, a spokesman for the Meat and Livestock Commission said the organisation had halted its television campaign for beef, featuring comedian Harry Enfield.

An advert featuring Harry Enfield has already been pulled

"We felt the campaign was inappropriate given the distressing pictures of funeral pyres," he said.

He added that the MLC, which promotes British meat, would monitor the situation.

The Independent newspaper reported that McDonald's postponed a television advertising campaign for red meat during the foot-and-mouth outbreak.

But a spokesman for the fast food chain said: "We have planned promotions running at the moment. We move dates around as with any marketing."

But he said the company's planned budget spend on advertising had not changed.

And he added that the foot-and-mouth outbreak had not had a noticeable impact on its sale of meat products.