Collective campaign launched to #MakeIt Welsh Beef

by Gwyn Howells, HCC Chief Executive

DurinG May, HCC joined with our counterparts QMS in Scotland and

the AHDB in England to launch a joint

£1.2million campaign to promote beef sales.

Coronavirus has caused significant

issues within the supply chain and

with the close of the hospitality and foodservice sector, sales of prime beef cuts, such as steaks

and roasting joints, have been unstable.
it is with this in mind that our joint campaign

will be specifically targeting families and individuals to #Makeit steak night at home, to encourage sales of the higher value beef cuts.

We have pulled together an extensive campaign plan which is expected to reach up to 85% of Great British households across a 12 week campaign period.

We will be sponsoring key programme slots on Channel 5 with a TV advert promoting beef recipes. We have also had major adverts on some of the uK’s most visited websites such as BBC Good Food and the Daily Mail. We have adverts running across radio stations and key on-demand television platforms as well as high profile national and regional newspapers.

in addition to the more traditional advertising methods, the campaign will also heavily feature

advertising on social media platforms, websites like Youtube and other digital platforms.

Across all of these channels, we will be using the strapline #Makeit – make it steak night, make it tonight and, ultimately, make it Welsh.

importantly, throughout the campaign we are using recipes and images which have proven to be appealing to consumers – recipes which are healthy, colourful and quick and easy to prepare. Our own research has shown that consumers can be put off by recipes and dishes which look too complicated, so we have purposefully chosen recipes which will appeal to customers during these upcoming summer months.

i would warmly encourage FuW members to get involved with the campaign by sharing their own Welsh Beef dishes on social media with the #MakeitWelsh hashtag.
Between our campaign efforts, supermarket promotions and the impending BBQ season, we hope we will see an increase in sales and demand for Welsh Beef steaks and other prime cuts.

in the meantime, HCC is continuously monitoring and reacting to the Coronarvirus situation as it evolves; you can find our latest news and developments and daily market prices all on the HCC website – hybucig.cymru / meatpromotion.wales

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