£1m beef and lamb promotion campaign to hit TV screens
© Tim Scrivener A £1m 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 first aired last year, will return to the TV screens nationally in November.
It will promote lamb and beef mini-roasts as a quick, easy and versatile midweek meal.
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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 channels, Sky channels, Channel 4 and Channel 5.
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.
“By developing new cuts we are adding value to the carcass, while encouraging consumers to cook with products they may otherwise not have considered, to help address the issue of falling consumption”
Jane Ritchie-Smith, AHDB Beef & Lamb
It will again feature the “#miniroast. Why wait ‘til Sunday?” message, underlining that consumers can 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: “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 carcass, while encouraging consumers to cook with products they may otherwise not have considered, to help address the issue of falling consumption.”
The campaign is part of a wider £1.6m consumer marketing campaign to promote lamb and beef consumption.