A campaign from the Livestock and Meat Commission (LMC), which ran across social media, reportedly provided the public with 9.9 million opportunities to view key messages on Northern Ireland Farm Quality Assured (NIFQA) beef.
The campaign ran with influencer-led video content and featured chef James Devine and four well-known local influencers. The partnership approach combined culinary expertise with relatable social media voices, and saw Devine highlight the quality and traceability of NIFQA beef while cooking up a variety of dishes, bringing relatable recipe inspiration directly to consumers.
Commenting on the campaign, Lauren Patterson, head of marketing and communications at LMC said: “This campaign was developed with the aim of maximising visibility of NIFQA beef. To do so, it also shared the positive attributes of this versatile red meat and encouraged consumers to add it to their menus. The four-week burst of activity ran across Facebook, Instagram and TikTok, focusing on audiences with an interest in hosting, family meals, cost-conscious cooking and healthy eating.”
LMC collaborated with four influencers: Kathryn McKinstry Fitness, Lorraine Killen, Dish You Were Here and Digg Mama. Four recipes were created, with each tailored to resonate with key audience segments.
LMC highlights importance of NIFQA logo
The campaign was said to complement the ongoing Good Honest Food campaign across TV, radio, outdoor and digital platforms. LMC said it would be encouraging consumers to look for the NIFQA logo, supporting local farmers and responding to key consumer priorities while helping to maintain positive perceptions of beef and lamb. LMC said it was also dedicated to ensuring levy investment delivers measurable impact, building on the 83% consumer recognition of the NIFQA logo and driving continued support for the local beef and sheep meat industry.
Patterson continued: “The recipes showcased the versatility of beef, demonstrating how it can be used to create quick, simple yet nutritious meals for everyday cooking. The campaign results also highlight the strong impact of video-led content, with almost 7,000 consumers clicking through to access the recipes. Combined with the authentic partnership between chef James and the influencers, the content resonated strongly with audiences, helping to heighten awareness and build confidence in the provenance and production credentials of NIFQA beef.”
