LMC has revealed that three quarters of NI consumers are aware of its recent ‘Good Honest Food’ advertising campaign.
The insights come from research undertaken following the latest burst of the Commission’s advertising campaign, ‘Good Honest Food’. The travelogue style campaign invites viewers to join local chef James Devine as he travels around Northern Ireland and speaks with members of industry to “uncover the truth about beef and lamb”.
LMC found that overall campaign awareness has remained consistent after a “notable uplift” in 2023, reaching almost three quarters of NI consumers.
Lauren Patterson, LMC head of marketing and communications, commented: “Year on year we continue to observe positive growth in the key metrics used to evaluate the impact and outcomes of our advertising campaign. This consistent improvement ensures that we are adding value for our levy payers while significantly contributing to the domestic marketing of NIFQA beef and lamb.
“Research undertaken in spring 2024 has confirmed that the ‘Good Honest Food’ messaging is resonating well with consumers with seven in 10 reporting to be influenced to purchase NIFQA beef and lamb after seeing the campaign. These results provide irrefutable evidence that LMC’s marketing work is playing a significant role in the perceptions and decision making of local consumers.”
LMC said that with “record levels of campaign awareness translating to influence”, its representatives believe that the breadth of media used to promote the campaign plays a “huge role” in achieving maximum impact.
Patterson continued: “Consumers not only recall the campaign messaging, but they also associate it with various platforms such as TV, radio, outdoor, and digital media. The repeated exposure to health, environmental, and NIFQA-focused messages ensure maximum recall and recognition amongst viewers, emphasising the importance of ongoing promotional efforts.”
