£18.6m ‘halo’ effect created by mini roast campaign
An AHDB Beef & Lamb campaign to grow sales of mini roasts has created a £18.6 million (m) halo effect for red meat joints.
The campaign, launched last autumn, reached 22m households and added £1.3m in mini roast sales
Nick White, head of beef and lamb domestic marketing for AHDB, said: “Mini roasts were chosen as a campaign focus because – despite being an iconic British favourite – the traditional roast dinner was in long-term decline. With the increase of one- or two-person households, family gatherings for a big Sunday lunch are becoming more and more infrequent. The campaign promoted mini roasts as being perfect for a midweek meal and for two people. The PR activity that complemented the advertising campaign encouraged couples to have mini roasts as part of a ‘date night’ to liven up the week.
“In response, mini roasts have performed well, with sales growth of 10% over the year, bucking the trend in the wider roasting joint category – even though it remains a niche cut within the segment.”
Laura Ryan, sector strategy director for AHDB Beef and Lamb, added: “To engage more customers, we started the mini roasts campaign slightly earlier than the previous year, with a concentrated burst of activity. We also developed our approach, building on the second year of the campaign to make sure TV and press worked more effectively together.
“The mini roasts campaign was a three-year investment, which has been core to the AHDB Beef & Lamb market development team strategy. Having autumn as the key promotional period means that quality-assured products are plentiful. The time and money invested is paying off, with research showing mini roasts are attracting new customers – converting people who simply don’t buy or rarely buy red meat joints, to become regular customers.”
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