AHDB reports mini roast success ahead of TV campaign
Britons tucked into more roast dinners last year – but fewer of them were on a Sunday – according to analysis from the Agriculture and Horticulture Development Board (AHDB) and Kantar Worldpanel.
The TV campaign will showcase the versatility of the beef and lamb mini roasts and their potential as a midweek meal.
Families consumed 1.4 billion roast dinners, an increase of 0.6% on the previous year, but Sunday’s share slipped below half, accounting for 49% of all roast meals.
The figures came as AHDB Beef and Lamb prepares to launch the third year of its ‘Why wait ‘til Sunday?’ TV advertising campaign, showcasing the versatility of beef and lamb mini roasts and theirpotential as a midweek meal.
The TV advert, launching on 24th October and running for four weeks, aims to target smaller households and young couples aged 25 to 34 by positioning the mini roast as the ideal mid-week meal which is easy to prepare and cook and versatile.
Online activity, press advertising and PR will run alongside the television adverts and the AHDB Beef and Lamb trade development team is also working with multiple food retailers and processors to help build support for the campaign.
Red Tractor will also be supporting the campaign by offering consumers an opportunity to ‘win a mini break with a mini roast’ as part of the TV advertising and on-pack activity in-store.
Last year the campaign was seen by 22 million households and helped to encourage supermarkets to introduce over 20 new lines to the mini roast category. According to AHDB Beef and Lamb it also had a positive halo effect on the wider beef and lamb roasting category of £11 million.
Nick White, head of beef and lamb domestic marketing, said: “The mini roast campaign aims to grow awareness of the category, influence consumers’ purchasing habits and build on the success of last year’s activity by focusing on a more defined target audience.
“By targeting smaller households that are often busy and don’t necessarily have time for the traditional Sunday roast, we can really encourage them to see that enjoying a tasty roasting joint of beef or lamb doesn’t have to be time-consuming, inconvenient or a hassle.
“This strategic promotional campaign is just one of the many activities that AHDB Beef and Lamb is focusing on to create consumer demand for quality assured beef and lamb.”
Farmers, processors and other stakeholders can get involved with the campaign via social media, using #miniroast.
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