Putting beef and lamb on the midweek dinner plate
Summer is when we tend to run our major marketing campaigns as our teams work hard to ensure that people carry on including beef and lamb on their weekly menus outside of the traditional winter roast season.
We’re currently in the middle of a £1 million advertising campaign which aims to add £6 million to the thin cut steak market over the next three years by encouraging new families and young couples to try thin cut steaks as a midweek meal option.
Thin cuts steaks, which are also known as ‘sizzle’, ‘quick cook’ and ‘minute’ steaks, are versatile and easy to cook for those who have a busy lifestyle and are short of time.
Since the campaign launch in May, you may have seen cheeky, eye-catching adverts with slogans such as ‘Fancy a midweek quickie?’ and ‘If you have the passion, we have the sizzle’ appearing in newspapers, magazines, on social media and on billboards near supermarkets, all directing consumers to a new recipe website – www.CheekyBeef.com.
While this may seem to be a fun, attention-grabbing advertising campaign, it’s actually part of a bigger, long-term strategy. We’ve been working closely with the industry to increase use of the beef carcase and meet consumers’ needs by ensuring thin cut steaks are available in stores.
Thin cut steaks come from a variety of muscles, they are generally between five and seven millimetres thick and are quick and easy to cook with a robust flavour. Naturally lean, they offer great value for money for families and couples, generally selling for less than £9 a kilogram, so why not look out for thin cut steaks next time you do your food shopping?
Following hot on the heels of the Cheeky Beef campaign is Love Lamb Week, which takes place from September 1 to 7. The campaign, which was originally thought up by Cumbrian sheep farmer Rachel Lumley, is now in its fourth year and is organised by AHDB Beef & Lamb and the National Sheep Association.
Love Lamb Week aims to increase awareness and ultimately encourage lamb sales among UK shoppers. It again focuses on quick and easy midweek recipes, this time using lamb leg steaks.
In the run up to the week, the sheep industry will be promoting Love Lamb Week recipes and sheep farmers will be telling the public more about their jobs and why they are so passionate about what they do.
If you want to find out more or get involved, search for #lovelambweek on social media or visit www.simplylamb.co.uk during the week for some great recipes.
Clive Brown is AHDB Beef and Lamb Head of Regional Development
