QSM TV campaign kicks off

QSM TV campaign kicks off

A heavyweight consumer advertising campaign from EBLEX is set to raise awareness of the recently strengthened Quality Standard Mark Scheme for beef and lamb.

The high profile campaign, which is part of an overall £1.35 million marketing investment from EBLEX, is entitled Simple Pleasures. The campaign will air nationally from 24th September and run for a period of three months.

Simple pleasures is the theme of the new TV campaign.

The Simple Pleasures campaign idea focuses on the satisfaction and accomplishment of cooking a great beef or lamb dish with Quality Standard Mark beef or lamb. The aim is to communicate to consumers that cooking with beef and lamb can be very simple and rewarding, so simple in fact, that anyone can do it!

The Simple Pleasures campaign is spearheaded by TV advertising, which will break during Gordon’s Ultimate Cookery Course on Channel 4 today – 24 September. A number of executions, which focus on different consumer life-stage groups, will run across the Channel 4 portfolio and on UKTV Food.

The TV campaign will be supported by a video-on-demand campaign, press advertising and online activity, in the form of display advertising and social media content.

Laura Bishop, EBLEX marketing manager (Quality Schemes), said: “The principal objective of the campaign is to ensure consumers recognise Quality Standard Mark beef and lamb when shopping. The beauty of the Simple Pleasures campaign is that it not only harnesses the power of TV but also the press and internet, reaching consumers via multiple touch points.

“The wide-reaching campaign is sure to raise awareness of Quality Standard Mark beef and lamb among consumers from now until Christmas. Retailers can maximise impulse sales and category growth potential by ensuring the Quality Standard Mark is more visible in shops and stores and that they have sufficient supplies.”

Master Butchery campaign
EBLEX has joined forces with Henry Herbert, one half of the Fabulous Baker Brothers, to launch a new Master Butchery campaign in association with Quality Standard Mark beef and lamb. The Master Butchery initiative will coincide with the roll-out of the consumer advertising campaign and has been developed to help educate keen cooks on how to get the best out of their butcher and also to encourage them to have a go at some easy home butchery themselves.

Henry and Quality Standard Mark beef and lamb are on a mission to capture the knowledge of butchers and to pass on their skills, advice and hints to the nation’s cooks. The Master Butchery campaign will help demystify the butcher shopping experience, look at some of the beef and lamb cuts available and help teach consumers basic butchery skills for the home through a series of butchery master classes.

The campaign has been launched to celebrate the newly strengthened specifications for Quality Standard Mark beef and lamb.

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