BEEF PROMOTION
CRAFTBUTCHER l MARCH 2017
9
Beef is an undoubted British favourite and with Great British Beef Week 2017, which kicks off on St Georges Day, set to further drive consumer demand, it is the perfect time to celebrate the quality and versatility of British beef and capitalise on its popularity. Te week is the brainchild of Ladies in Beef – a formidable network of passionate female beef producers who are on a mission to tell consumers the great story of quality, home-produced beef.
BEEF MINI ROASTS – THE VERSATILE MIDWEEK OPTION AHDB Beef & Lamb Head of Trade Marketing, Mike Whittemore, explains how and why retailers should be making more of beef during Great British Beef Week. “Tere’s no doubt that
consumers love the taste of beef. Research also shows that demand for mini roasts is continuing to rise, with 23 million more midweek and Saturday roasts being consumed in 20161. Big on taste, versatile and quick to cook, there is a big opportunity to maximise sales from new and existing customers by offering beef mini roast cuts to drive purchase during the week.”
BEEFED UP MARKETING As part of its commitment to drive sales of beef, AHDB Beef & Lamb is supporting a cross industry PR and marketing campaign that has been designed to capture consumer
imagination and meet the growing demand for mini roasts. Mike Whittemore explains
Beef up Beef Week
for Great British
further, encouraging retailers to make sure they are ready to capitalise on the campaign: “Working with high profile social media influencers to drive awareness of beef mini roasts as the ideal midweek meal solution, the recipe focused campaign shows how quick to cook and nutritious beef mini roasts can be. Tey are also being highlighted as the perfect ‘date night’ dinner, featuring it as a hero cut that is perfect to serve alongside seasonal vegetables. “Tis should get consumers
Beef Mini Roasts – the versatile midweek option
Beefed up marketing
interested but retailers will need to convert that interest into sales. Tere is POS available as well as a range of content that retailers can share with customers in store and online, including ‘Nutrition’ and ‘Meat hack’ infographics providing myth busting facts and top tips for consumers to get the most from their
mini roast. Te package also includes recipe focused animations to bring the recipes to life and encourage consumers to go out and purchase the ingredients.”
Beef is an undoubted British favourite and with Great British Beef Week 2017, which kicks off on St George’s Day, set to further drive consumer demand, it is the perfect time to celebrate the quality and versatility of British beef and capitalise on its popularity. The week is the brainchild of Ladies in Beef – a formidable network of passionate female beef producers who are on a mission to tell consumers the great story of quality, home-produced beef.
TOP TIPS FOR STOCKING MINI ROASTS • Stocking QSM mini roasts means eating quality is guaranteed. Happy customers are more likely to return
• Updating your product offer to meet changing consumer demand ensures you can give customers what they want and maintain their interest
• Use the mini roast cutting specification guide to ensure product consistency
• Use the Great British Beef Week POS kit to drive awareness and sales
• Use different seasonings and flavourings to add variety and maximise sales
DON’T FORGET TO MAKE THE MOST OF QSM At the heart of AHDB Beef & Lamb’s trade marketing activity is the QSM Scheme, which plays an important role in helping to differentiate quality product that guarantees assurance, provenance, and unlike some other assurance schemes, enhanced eating
Don’t forget to make the most of QSM
quality. To differentiate your range, make sure you use meat produced to QSM standards and display this prominently.
Claim your Social Media and POS kit
CLAIM YOUR SOCIAL MEDIA AND POS KIT For more information and to claim your POS and social media kit to support Great British Beef Week contact: Michael Richardson, Independent Retailer Sector Manager, 07790 173625,
michael.richardson@ahdb.org. uk. n
Top tips for stocking mini roasts
• Stocking QSM mini roasts means eating quality is guaranteed. Happy customers are more likely to return
• Updating your product offer to meet changing consumer demand ensures you can give customers what they want and maintain their interest
• Use the mini roast cutting specifi cation guide to ensure product consistency
• Use the Great British Beef Week POS kit to drive awareness and sales
• Use different seasonings and fl avourings to add variety and maximise sales
www.qsmbeefandlamb.co.uk www.ladiesinbeef.org.uk
1. Kantar Worldpanel 52 w/e 19 June 2016
BEEF UP FOR GREAT BRITISH BEEF WEEK
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