Food campaigns move toward a digital focus
Engaging with consumers in an increasingly digital age is a major challenge for modern-day marketers, particularly so when targeting younger audiences. So staying current and relevant is essential for food websites like AHDB Beef & Lamb’s consumer site: Simply Beef and Lamb.co.uk.
Our consumer-focused website now features themed cuisines on its homepage, all of which are influenced by the latest seasonal ‘foodie’ trends, to reinforce Simply beef and Lamb as the go-to place for modern beef and lamb recipe inspiration.
The Lamb Society embraces street food
Our online community, ‘The Lamb Society’, aims to encourage consumers aged 18 to 25 to cook with lamb and continues to inform, inspire and entertain. To tap into the ongoing street food trend, we have commissioned a series of recipe videos that demonstrate the ease and versatility of cooking with lamb.
The recipes focus on global cuisines. Our lamb biryani recipe video reached just over 220,000 viewers over a two-month period. The website will showcase different recipes on a monthly basis including a pulled shoulder of lamb to encourage consumers to rethink the way they cook this well-known cut. To view videos or find out more, head over to The Lamb Society’s Facebook Page.
Inspiring consumers to cook the Korean way
Korean cooking is becoming an increasingly popular trend in the UK, so we used this as an opportunity to get people experimenting with beef and lamb. Reaffirming Simply Beef and Lamb’s position as the destination for delicious and easy recipes, we developed new Korean recipes that champion good quality, farm assured meat.
Through these recipes we want to communicate the versatility of beef and lamb as well as to encourage consumers to look out for the Red Tractor logo when buying meat. To achieve these, we worked with Da-Hae West, Korean chef and cook book author, to host a Korean cook-along class, working with food bloggers and their audiences to communicate our recipes and campaign messages. You can check out the recipes by visiting Simply Beef and Lamb.
Let’s celebrate the versatility of beef
April is an important month for the beef and lamb trade. The long Easter weekend is coming up in the middle of the month, traditionally a very popular time for lamb roasts, then Ladies in Beef’s annual week celebrating quality beef takes place 23 April – 1 May. We will be working alongside Ladies in Beef to promote mini roasts through our Simply Beef and Lamb website and our consumer social media channels.
Ladies in Beef, are a network of passionate female beef farmers, who are on a mission to tell consumers the great story of quality home-produced beef. This year the ladies are working with influential online food bloggers to inspire the younger generation to cook with beef on a more regular basis.
We engage and collaborate with the marketplace throughout the year through our work with multiple retailers, foodservice outlets, wholesalers, and the independent butchery sector.
Working with a variety of retailers, we undertake a number of cut and category-specific campaigns to help them promote of home-produced beef and lamb. This can be achieved through a range of resources, from recipes to point-of-sale material, and providing information around new product development.
Understanding trends within the market is central to our trade marketing work. We analyse and share this information and provide insights on industry developments relating to beef and lamb.
We also work closely with the foodservice sector and their suppliers to ensure that quality assured beef and lamb from England is readily available and marketed to consumers eating out of home. Our promotional activities for the foodservice sector range from producing menu resources to organising pop-up restaurants and showcasing the latest dining trends.
For more information visit visit our trade marketing website