Million-pound lamb and beef campaign set for autumn

A new £1 million TV and online advertising campaign is being launched this autumn to promote Quality Standard Mark (QSM) and Red Tractor lamb and beef.

AHDB Beef & Lamb’s ‘Jetpack Journey Home’ advertisement, which was first aired last year, returns to the screen to air nationally in November.

It will promote lamb and beef mini-roasts as a quick, easy and versatile midweek meal and is being supported by extensive digital and press advertising and a PR campaign as part of a wider £1.6m consumer marketing campaign to promote lamb and beef consumption.

The five-week multi-channel campaign – featuring 10- and 30-second versions of the advertisements is scheduled to run from the week commencing 2 November on ITV, Channel 4, Channel 5 and Sky. It will feature the #miniroast, Why wait ’til Sunday?’ message, to remind consumers to enjoy lamb and beef roasts as a quick, simple and nutritious midweek meal option.

Jane Ritchie-Smith, AHDB Beef & Lamb head of consumer marketing, said: “The issue of lamb price, in particular, is well documented at the moment and we have been working extremely hard to promote home-grown product.

“The national TV advertising has always been part of our cohesive consumer marketing work to stimulate demand for Red Tractor and Quality Standard lamb and beef. This will dovetail with the peak supply of domestic lamb in the autumn.

“While the TV and press advertising will focus on the mini-roast as a midweek option, through the Max and Maggie campaign we will look at attracting people to cook with lamb by using other easy-cook cuts like mince, dice and steaks for tasty family meals. We want to change consumer perceptions that lamb is just for the Sunday roast.

“Our approach is part of a strategic promotional campaign aimed at stimulating demand, but also illustrates how AHDB Beef & Lamb is supporting the supply chain. By developing new cuts we are adding value to the carcase, while encouraging consumers to cook with products they may otherwise not have considered, to help address the issue of falling consumption.”

The ‘Why wait ’til Sunday?’ campaign is part of AHDB Beef & Lamb’s marketing programme aimed at showcasing Quality Standard Mark (QSM) and Red Tractor lamb and beef to British consumers.

To support Red Tractor week, AHDB Beef & Lamb has worked in partnership with Red Tractor Assurance to produce a digital marketing campaign to support quality lamb. The ‘Max and Maggie’ campaign will run across a number of sites targeted at mums aged 25-45 and across social media. The digital ads feature Max and his sheepdog Maggie who are campaigning for mums to cook family meals with lamb to help keep his dream of being a sheep farmer alive. All ads and social activity will carry #maxloveslamb as a sign-off.

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