‘Cheeky Beef’ £1 million campaign to promote beef thin cuts
A £1 million advertising campaign has been launched which aims to add £6 million to the thin cut steak market.
Starting this month and running through the summer, artwork will appear in newspapers, supplements, on billboards near supermarkets and also promoted on social media.
Funded by AHDB, ‘Cheeky Beef’ adverts with slogans such as ‘Fancy a midweek quickie?’ and ‘if you have the passion, we have the sizzle’ will direct shoppers to a new website CheekyBeef.com.
AHDB Beef & Lamb senior marketing manager, Gareth Renowden, said: “While this is a fun and captivating beef campaign, it’s part of a bigger long-term strategy.
“We’ve been working closely with the industry to increase use of the beef carcase and meet consumer needs by getting thin cut steaks in stores before Cheeky Beef begins.”
The thin cuts have said to come from a variety of muscles, and are generally between five and seven millimetres thick, delivering a quick and easy cook steak.
Renowden added: “We’re looking to put thin cut steaks on the plates of people who are either starting a family or thinking about doing so, helping those who are short of time due to a busy lifestyle put steak in their midweek meals.
“The multi-channel advertising activity, using strong visuals of thin cut steaks along with arresting headlines are supported by partnerships with major retail groups, which should help us deliver that £6 million increase in thin cut steak sales over the next three years.”
Retailers and producers can see the new adverts on the AHDB Beef & Lamb website, and can share their recipes using the hashtag #CheekyBeef.