Cheeky ways to beef up your stakes


Gareth Renowden Senior Consumer Marcomms Manager (Beef and Lamb) Beef and Lamb Domestic Marketing


When it comes to marketing it’s key to find products for your customers rather than hope to find customers for your products.


Adopting this mantra the new AHDB Beef & Lamb campaign ‘Cheeky Beef’, which launches on the 28 of May, extolls the virtues of simple but delicious thin cut beef steaks which deliver quick, easy and tasty meals solutions.


The campaign uses provocative headlines along with mouth-watering imagery to set the pulses racing of consumers, with all elements researched and crafted for the 25-45yr old target audience.


‘Fancy a midweek quickie?’


The headlines are laden with innuendo and are at the heart of our promotional assets and communication. We want to grab attention and put a smile on consumers’ faces at the same time as showcasing the delicious cuts of beef thin cut steak which will ensure the campaign messages stick with them.


Being cheekily provocative to inject the excitement and enjoyment back into meal times


Thin cut beef steaks are versatile, tasty, work within easy to make and familiar dishes that are perfect midweek quickie meals.


We know many younger consumers monotonously cook on auto-pilot the same dishes in the same way. We want to encourage them to swap thin cut beef steaks into their routine meals, and spicy- up their usual midweek food.


The healthy bite


Moreover, red meat thin cuts are rich in niacin, vitamin B6 and vitamin B12 and zinc and a source of riboflavin, iron, potassium, and phosphorus.


Current dietary guidelines suggest an average daily intake of 70g a day, a portion as big as the palm of the hand of an adult, is all you need to make sure you are getting all the nutritional benefit of beef. This relates to a cooked weight for


both red and processed meat. Per week this equates to about 500g or about 700- 750g raw weight.


According to the National Diet and Nutrition Survey (NDNS) average consumption of red and processed meat for adults is progressively decreasing and at 65g per day is well below the recommended daily intake. Clearly, there is a need for further education to help consumers make informed choices with regards to selecting beef as part of a balanced diet for them and their family.


Please, email health.claims@ahdb.org.uk to request your hard copies of the latest health claim guides on the benefits of beef, lamb or pork.


The campaign will run until early August and retailers are invited to join in on social media and in store via a range of digital POS material available to order through the Hotline on 0845 491 8787 or email Gareth.Renowden@ahdb.org.uk


Stay in touch on Twitter: @qsm_beeflamb


The Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected quality assurance for meat in the UK. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality. Quality Standard Mark beef and lamb: assured from farm to point of purchase, providing total product integrity.


@qsm_beeflamb QSMBeefandLamb AHDB Beef & Lamb is the organisation for beef and lamb levy payers in England and is a division of the Agriculture & Horticulture Development Board (AHDB).


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