Lamb and beef on the menu in new campaign (From Smallholder)

Lamb and beef on the menu in new campaign

9:00am Sunday 30th September 2012 in News

Consumers are being reminded of the Simple Pleasures of cooking with Quality Standard beef and lamb in a new advertising campaign launched this week.

The campaign idea from EBLEX focuses on the satisfaction and accomplishment of cooking a great 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.

It is being spearheaded by TV advertising, aired for the first time during Gordon’s Ultimate Cookery Course on Channel 4 on Monday. There are four different variations on the advert, focusing on different consumer life-stage groups. They 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 through a variety of channels.”

In a related campaign, EBLEX has joined forces with Henry Herbert, one half of the Fabulous Baker Brothers, to launch a Master Butchery scheme in association with Quality Standard Mark beef and lamb. It 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.