Getting our message out to consumers to cook with beef and lamb has become increasingly complex in recent years. We now live in a multimedia world, where people can choose from hundreds of TV channels as well as consuming media online, on mobile devices, and through gaming and social media.
Our consumer marketing team regularly review our target audiences’ media usage to ensure we select the most cost-effective ways of persuading consumers to regularly cook with beef and lamb.
#LivePeasant focuses on driving sales of stewing and casseroling cuts
To support and rejuvenate the stewing and casseroling category this spring, AHDB Beef & Lamb is running a large scale digital and public relations campaign. Re-connecting consumers who have lapsed from the category with the joys of honest, warming and simple dishes, the activity will tap into the growing social food revolution of peasant food. Celebrating traditional dishes from across the world and rejecting all things complicated, the trend is perfect for beef and lamb slow cook cuts, promoting the benefits of cooking with Less Haste More Taste.
Journalists and consumers will be challenged to #LivePeasant for a week and given recipes and ingredients to make the dishes and spread the word, with social media and news content.
LAMBSOC TEAMS UP WITH YOUNG SOCIAL MEDIA INFLUENCERS
There is a concern that core purchasers of lamb are an ageing group and that youngsters are growing up with a lack of cooking skills. In particular they lack knowledge, experience and any strong affinity to lamb. To address the threat of a future lost generation of lamb consumers, we have developed a PR and social media campaign targeted specifically at the 18-25 year old audience. This younger audience is very much from a digital and social media era and, by interacting with them through these channels, we have really started to engage with this group.
Younger consumers place great value on the views and recommendations of their peers and over the last couple of years we have successfully reached these youngsters by linking with a selection of popular ‘YouTubers’ to develop easy recipe videos. Our latest video features Jake Boys and his girlfriend Emily (both up-and-coming You Tube stars with expanding fan bases). And, although Jake’s not a confident chef himself, his relaxed video demonstrates how easy cooking a lamb curry can be.
With Instagram becoming an increasingly popular social media channel and food trending so highly for photography, we started working with two influential Instagrammers; Alice Liveing and Madeleine Shaw to produce a selection of mouth-watering yet easy recipes accompanied by vibrant food imagery.
A growing digital trend is in ‘Snackable’ videos. These 15-30 second videos that capture people’s attention with fun and quirky content and are finding their way into billions of people’s social media channels. Tapping into this trend we are currently creating our own LambSoc video shorts which condense easy lamb recipes into dynamic and visually exciting short videos.
Featuring store cupboard ingredients, leftovers and flavour trends, and served in inventive ways, our 10 easy recipe videos will demonstrate the great versatility of lamb and should inspire people to try cooking with lamb themselves.
We’re also about to start creating two fun recipe videos with the guys at ‘Sorted Food’, a popular food channel on YouTube featuring four sociable lads who have mass appeal and are particularly popular with our LambSoc target audience.
Fay Ripley joins Simply Beef and Lamb to tell mums about Mini Roasts for kids
Designed to drive purchase of beef and lamb mini roasts, the campaign used a combination of video, social media posts and competitions, stories in women’s magazines, articles in the national press and blogger events to get mini roasts noticed and understood by Britain’s parents.
By telling the story of how fast and simple it is to feed the kids a nutritious mid-week meal, parents began to interact with Simply beef and lamb and recognise the value of the mini roast.
The campaign was featured in the Daily Mail and The Mail Online, The Sunday Mirror, S Mag, MiniKin Guardian Supplement and Best Magazine among others. Over 34,000 people viewed the recipe video and there were 91 discussion points and blog posts written targeting mums by our influential bloggers. Coverage of the campaign has a reach of over 12 million so far with more to come.
Communicating the benefits of quality beef and lamb to journalists
When it comes to promoting the benefits of quality beef and lamb, influencing journalists is just as important as communicating the message directly to the end consumer.
Our ‘Meat Elite’ programme works with key press titles to provide them with insights, trends and expertise they would otherwise not have access to. Through a series of events and ongoing media placements, we seek to keep beef and lamb front of mind and position ourselves as the ‘go-to’ experts, whether this be for information on new cuts, access to farmer profiles or up-and-coming food trends. By influencing them, we are ultimately ensuring that positive articles and programming appear around beef and lamb in the media, encouraging consumers to purchase it.
Over the last year we have run two events. For the first, we delved into the science behind meat ageing and for the second we showcased the cut development work undertaken by AHDB Beef & Lamb. Both were well received, with positive write ups so far from the likes of Sainsbury’s Magazine and The Telegraph.
We engage and collaborate with the marketplace throughout the year through our work with multiple retailers, foodservice outlets, wholesalers, and the independent butchery sector.
We work with a variety of retailers, from the supermarkets to the independents. We undertake a number of cut and category specific campaigns to help retailers in their promotion of homegrown beef and lamb. This can be achieved through a range of resources, from recipes to point-of-sale material and knowledge transfer of new product developments (NPD).
Understanding trends within the market is central to our trade marketing work. We analyse and share this market 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 English beef and lamb 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 to showcasing the latest dining trends for beef and lamb menus to profit from.