AHDB launches £1m thin cuts campaign
It hopes to add £6m to the thin-cut steak market over the next three years by engaging new families and young couples.
The campaign features adverts with slogans such as ‘Fancy a midweek quickie?’ and ‘If you have the passion, we have the sizzle’, which direct shoppers to a new website – CheekyBeef.com – for thin-cut beef recipes.
The marketing campaign will run through the summer in newspapers, supplements, on billboards near supermarkets and will also be promoted via social media.
AHDB Beef & Lamb senior consumer 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.
“The multi-channel advertising activity, using strong visuals of thin-cut steaks, along with arresting headlines, is supported by partnerships with major retail groups, which should help us deliver that £6m 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 stores before Cheeky Beef begins.”
