National advertising campaign to promote lamb and beef to finally go ahead
National advertising campaign to promote lamb and beef to finally go ahead
Following the recent furore on the sign off by Defra for its marketing campaign, AHDB Beef and Lamb will finally launch a £1 million TV and online advertising campaign to promote Quality Standard Mark (QSM) and Red Tractor lamb and beef this November.
The ‘Jetpack Journey Home’ advertisement was first aired last year and will return to promote lamb and beef mini-roasts as a quick, easy and versatile midweek meal.
The advert is being supported by extensive digital and press advertising and PR campaign as part of a wider £1.6 million consumer marketing campaign to promote lamb and beef consumption.
The five-week multi-channel campaign – featuring ten and 30-second versions of the advertisements – is scheduled to run from 2nd November on ITV, Channel 4, Channel 5 and Sky.
AHDB Beef and Lamb has also 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 to 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.
Jane Ritchie-Smith, AHDB Beef and Lamb head of consumer marketing, said: “While the TV and press advertising will focus on mini-roast as a midweek option, through the Max and Maggie campaign we will look at attracting people to cook with lamb by using other easy-cook cuts like mince, dice and steaks for tasty family meals.”
“Our approach is part of a strategic promotional campaign aimed at stimulating demand, but also illustrates how AHDB Beef and 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,” she added.
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