EBLEX will shortly be back on air with its Simple Pleasures advertising campaign to raise awareness of the Quality Standard Mark (QSM) Scheme for beef and lamb.
The roll-out of the TV advert follows on from the success of last year’s campaign and is part of an investment by EBLEX totalling almost £1 million to market the QSM in 2013.
The Simple Pleasures TV advertising campaign will air nationally from 15 September and run for a period of four months on Channel 4, More 4, Good Food and across Channel 4’s online platforms.
The QSM advertising, which also promotes the Red Tractor mark, consists of four executions, each of which is targeted at a different life-stage group. The aim of each advert is to communicate to consumers that cooking with beef and lamb can be very simple and rewarding, so simple that anyone can do it!
The TV campaign will have an audience reach of 6.75 million people. The primary audience of foodies will be targeted during programmes such as Come Dine With Me, Sunday Brunch, Jamie’s Money Saving Recipes and River Cottage Fruit and Meat.
Laura Bishop, EBLEX marketing manager (Quality Schemes), said: “We are delighted to be back on TV with this impactful and educational campaign. The purpose, once again, is to ensure consumers recognise and indeed look for Quality Standard Mark beef and lamb while shopping. We are investing almost £1 million on dedicated marketing activity to raise awareness of the QSM and the Red Tractor among consumers and, ultimately, stimulate demand for assured beef and lamb in the run-up to Christmas.”
The TV activity will be supported by a press campaign, harnessing not only traditional display advertising in retailer magazines but multi-platform press partnerships with high circulation food titles, including Olive and Delicious.
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.
