Wednesday, 6 June 2018

Consumer marketing update

Gareth Renowden, Senior Consumer Marketing Manager for AHDB Beef & Lamb, talks about
AHDB’s strategy in relation to our beef and lamb consumer marketing campaigns and how our year-round marketing activity aims to put beef and lamb on dinner plates across the UK.


We’ve seen a rise over the last few years of news stories undermining the nutritional benefits of red meat which, combined with the rise of veganism and flexitarianism, has almost certainly led to people eating fewer meals containing meat. As a result, it’s a constant challenge to maintain public perception of red meat as easy to cook, tasty and an important part of a healthy balanced diet.

Our strategy sets clear objectives around promoting beef and lamb to consumers and we have a busy year-round calendar of marketing campaigns to encourage beef and lamb consumption.

Our campaigns are always well-researched to ensure we reach our target market. Our dedicated consumer insights team carry out thorough market research to ensure we are targeting the right audience with the correct messages to encourage a change in behaviour.

For beef, our research shows that we need to increase consumer confidence and satisfaction while reducing barriers to purchase, such as not knowing how to cook certain cuts, and thinking it is unhealthy. We also know that those who regularly buy lamb are aged over 55, so our activity needs to increase the volume and frequency of lamb sales to younger consumers, demonstrating how versatile and easy it is to cook with.




All our marketing activities focus on a defined audience, which allows us to be very specific in the messaging and tone that we use. Our current campaigns are targeting consumers aged approximately between 20 and 35, or ‘millennials’ to give them their generational tag. Our research has shown that this age group is not watching as much traditional television, so using this form of advertising would not be effective, therefore we are focusing on other channels such as online advertising.

Because of our targeted approach, our marketing activity will not always be seen by all stakeholders. If the advert is targeting millennial consumers through the Simply Beef & Lamb Instagram channel, for example, the majority of farmers will be unlikely to come across it. For that reason, I work closely with our levy payer communications team to make sure we use the available channels to talk about this activity, such as the BRP bulletin, our Twitter account and our monthly e-news.

To find out more about our consumer marketing activity check out the marketing page of our website. You can get involved by sharing materials that are produced for the campaigns through your own social media channels, or sharing images of you creating our recipes. We really need the whole industry to be behind us in promoting the quality and provenance of beef and lamb produced in the UK.