'Love BBQ', a social media campaign run by AHDB reached 5.4 million social media users, and achieved a 5.25% engagement rate, garnering a paid reach of 980,000.
The campaign, which ran from 1st May until 4th June, was aimed to 'inspire individuals to celebrate the summer season' by giving them samples and recipes to try on their barbecue at home.
Food influencer Anna Stanford partnered with AHDB to use lamb leg steak to create a summer dish, gaining a total of 27,000 plays on her video and reaching over 830,000 consumers. This is a 6.8% engagement rate, and is higher than the industry average.
Social media adverts targeted those who were hosting celebrations and gatherings around the coronation and Bank Holiday weekends. They promoted the best barbecue cuts of pork, beef and lamb for barbecuing, and explored a range of recipes, including barbecue beef kebabs, Mexican-style pork burgers and tandoori style lamb koftas.
In the UK, butchers and farm shops received summer recipe kits promoting the recipes to help consumers understand and engage with British barbecue meat.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
