Women’s beef group gets behind mini roast campaign

A female beef farming group has launched the campaign Go Mini for Autumn! to promote Eblex’s midweek mini roasts initiative.

Ladies in Beef are hoping to help combat the decline in traditional roast dinner consumption, which has come as a result of lifestyle changes and an increase in smaller households.

Eblex has developed a number of mini roast cuts which are easy to cook and will serve fewer people than a traditional roast, and Ladies in Beef are getting behind them. The group said members up and down the country would be targeting their local media with the tongue-in-cheek message ‘Size doesn’t matter! Try a midweek mini roast’.

Co-founder Jilly Greed said: “We’re delighted to team up with Eblex to promote Red Tractor beef in this very challenging market. The midweek mini roast concept is fantastic. Consumers love a roast and there is real nostalgia about the Sunday roast occasion, but we need to find ways to encourage midweek sales of beef as well.”

Eblex is aiming to reinvigorate the traditional roast category by developing The Carvery selection - “a range of contemporary beef and lamb mini roasts to appeal to today’s consumer.” A new TV consumer advertising campaign will also air this autumn, bringing mini joints a mass audience.  

Greed added: “Our Go Mini for Autumn! initiative is designed to encourage people to forget preconceptions about size and give these smaller, easy-to-cook cuts a go. Our members will be supporting Eblex’s above-the-line advertising and consumer PR activity with regional PR and social media initiatives to help reinforce the message.”

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