The Livestock and Meat Commission (LMC) has developed a new campaign to promote beef and lamb to consumers.
The digital campaign positions Northern Ireland Farm Quality Assured (NIFQA) beef and lamb as “highly versatile” red meats and with local chef James Devine sharing his culinary expertise, the campaign demonstrates how beef and lamb can be enjoyed for a range of meal occasions.
In ‘James Meets: Part 1’ the Dungannon-based chef is joined by foodie influencer, Belfast Food Blogger. Over the course of the four-part series the pair will cook up a variety of beef and lamb dishes and discuss the benefits of opting for NIFQA beef and lamb.
Commenting, LMC head of marketing and communications Lauren Patterson said: “This digital campaign is part of a natural evolution to support the Commission’s overarching ‘Good Honest Food’ campaign. Both campaigns star chef James and aim to educate consumers on the quality, health, sustainability and environmental credentials of NIFQA beef and lamb.”
Remarking that the launch of the latest campaign was “strategically timed”, Patterson said, “‘James Meets: Part 1’ launched with a family friendly lamb recipe, coinciding with and supporting the annual UK wide ‘Love Lamb Week’ campaign. When developing content for this campaign we were particularly mindful of the seasonality and availability of local lamb.
“Autumn is typically a time when a wide variety of local lamb cuts are readily available for customers to purchase and enjoy and with that in mind we are keen to encourage consumers to try cooking lamb dishes, and enjoy the flavoursome meals this red meat can create.”
Patterson continued, stating: “This four-part series places a 50/50 focus on beef and lamb and showcases four very different recipes specifically tailored to cater for a broad demographic. Alongside James, LMC developed a family friendly, hosting, fakeaway and Sunday roast recipe. All these recipes and dozens more can be found on our consumer website, www.beefandlambni.com.”
