8 CRAFTBUTCHER l JUNE 2018
PROMOTIONAL CAMPAIGN
CHEEKY £1 MILLION CAMPAIGN WILL PROMOTE BEEF THIN CUTS
have the passion, we have the sizzle’ will direct shoppers to a new website – CheekyBeef. com – for quick and easy thin cut beef recipes. Running through the
summer, eye-catching artwork will appear in newspapers, supplements, on billboards near supermarkets and will also be promoted via social media. Commenting on the
A £1 million advertising
campaign aims to add £6 million to the thin cut steak market over the next three years by engaging new families and young couples. Funded by AHDB Beef &
PattyoMatic Meat Management A5 Ad 2018_Layout 1 21/05/2018 16:07 Page 1
Lamb, cheeky adverts with slogans such as ‘Fancy a midweek quickie?’ and ‘If you
advertising activity, using
campaign AHDB Beef & Lamb Senior Marketing Manager Gareth Renowden, said: “We’re looking to put thin cut steaks on the plates of people who are either starting a family or thinking about doing so, helping those who are short of time due to a busy lifestyle put steak in their mid-week meals. “Te multi-channel
strong visuals of thin cut steaks along with arresting headlines are supported by partnerships with major retail groups, which should help us deliver that £6 million increase in thin cut steak sales over the next three years. “While this is a fun and
captivating beef campaign, it’s part of a bigger long-term strategy. We’ve been working closely with the industry to increase use of the beef carcase and meet consumer needs by getting thin cut steaks in shops before Cheeky Beef begins.” Te creative images have
been extensively tested with consumers to ensure they resonate. Researching and testing the name ‘thin cut steak’ also helped to settle on a universal identity that cut through confusion against
other current alternatives, like minute steak and frying steak. Te thin cut comes from a
variety of muscles, improving use of the beef carcase, they are generally between five and seven millimetres thick, delivering a quick and easy to cook steak with a robust flavour. Naturally lean, they offer great value for money for both consumer and retailer, generally selling for less than £9 a kilogram. Retailers and producers can
see the new adverts at www.
beefandlamb.ahdb.org.uk/ marketing and share their recipes or fun beef photos using #CheekyBeef. n
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