AHDB Beef & Lamb has unveiled more details of its £1 million TV and online advertising campaign due to be launched this autumn to promote Quality Standard Mark (QSM) and Red Tractor lamb and beef.
A delay in signing off the campaign by Ministers caused frustration within the red meat industry at a time when low lamb prices in particular reinforced the need for promotion to help generate demand at home.
After Ministers finally gave the green light last Monday, AHDB Beef & Lamb has moved quickly to piece together the details of the campaign in time for an autumn launch.
The ‘Jetpack Journey Home’ advertisement, which was first aired last year, will return to the screen to air nationally in November.
The TV advert aims to promote lamb and beef mini-roasts as a quick, easy and versatile midweek meal.
It is s being supported by extensive digital and press advertising and PR campaign as part of the 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 November 2 on ITV, Channel 4, Channel 5 and Sky.
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.
AHDB Beef & Lamb will also be running a student society-style ‘LambSoc’ social media campaign 'to raise the profile of lamb as an exciting meal option and the benefits of cooking with it'.
Aimed at 18 to 25-year-olds, LambSoc has attracted more than 19,000 people through its Facebook channel, along with further followers on Twitter and YouTube.
To support Red Tractor week, AHDB Beef & Lamb have 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 age 25-45 and across social media.
The digital ads feature Max and his sheep dog 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.
The organisation has also recently launched the €7.7 million consumer lamb campaign, ‘Lamb. Tasty Easy Fun’ – a co-funded campaign with the European Union, Interbev in France and Bord Bia, in Ireland – to promote lamb over the next three years and address the decline in consumption.
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.
“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.”