We are running a £1 million advertising campaign that aims to add £6 million to the thin cut steak market over the next three years by engaging new families and young couples. The focus of the campaign is on the versatility of thin cut beef steaks and how they can be used in a range of quick and easy mid-week meals.

The campaign runs throughout the summer. Keep an eye out for ‘Cheeky Beef’ adverts that will appear in newspapers supplements, on billboards near supermarkets and will be promoted via social media.

Food Unwrapped

In July more than 2.8 million people tuned in to watch AHDB’s Martin Eccles and Siobhan Slayven appear on Food Unwrapped on Channel 4. Siobhan carried out the ‘bite test’ – otherwise known as shear force testing – on pieces of thin cut steaks from major retailers in the UK, while Martin explained to chef, Matt Tebbutt, where in the beef carcase a thin cut steak comes from. If you missed the programme  you can watch it here.

Get involved

Get involved with the campaign by sharing #CheekyBeef messages on the Simply Beef and Lamb Instagram and Facebook channels via your social media.

Cheeky beef logo We have developed a range of collateral for you to share on social media to help support the campaign.

Logo to share

Cheeky Beef logo

Recipes to share

Beef fajitas with sweetcorn salsa
Steak with pine nut spaghetti
Steak sandwich with a spicy relish

Advertisements to share


Strip teas advert
If you have the passion, we have the sizzle advert 1
If you have the passion, we have the sizzle advert 2
Mid-week quickie advert 1
Mid-week quickie advert 2

Videos to share

Fiery steaks with thin cut beef steaks

Thin cut beef steaks with pine nut spaghetti


View and download the recipe booklet from cheekybeef.com