AHDB promotion campaign increased sales of thin cut beef stakes
The humorous campaign, aimed at couples aged 25 to 44 years old, promotes thin cut steaks as a quick, easy and versatile midweek meal.
Thin cut steaks were specifically chosen as they provided an industry solution to a carcase balance issue, as they utilise cuts that are in surplus during the summer months.
Recipes and images featuring saucy slogans such as “Fancy a midweek quickie?” were rolled out across national newspapers, billboards near to supermarkets and social media over an 11-week period from late May last year.
Retailers including Sainsbury’s, Asda, Morrisons, The Co-op and Aldi supported the campaign with on-pack stickers, tear off recipes in chillers, adverts in their in-store magazines and recipe booklets at butchery counters, alongside digital activity.
Further analysis in Kantar Worldpanel’s Consumer Mix Model picked out that 62 per cent of UK households were reached by the campaign, an average of nine times each. Consumer research conducted by Future Thinking also reported a ten per cent rise in claimed mid-week consumption of thin cut steaks.
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