Quality Standard campaign gets under way

Beef and lamb bosses are set to target consumers with the launch of a new heavyweight campaign to promote Quality Standard Mark meat.

The £1.35m campaign, organised by Eblex and entitled ‘Simple Pleasures”, will feature television advertising airing nationally on Channel 4. This started on 24 September, during Gordon’s Ultimate Cookery Course, and is set to run for three months.

The campaign focuses on the satisfaction and accomplishment of cooking a great beef or lamb dish with Quality Standard Mark beef or lamb and aims to show how cooking with the meat is simple and rewarding.

The television advertising will be supported by a video-on-demand campaign, press advertising and online activity, in the form of display advertising and social media content.
Laura Bishop, Eblex marketing manager (Quality Schemes), said: “The principal objective of the campaign is to ensure consumers recognise Quality Standard Mark beef and lamb when shopping. The beauty of the Simple Pleasures campaign is that it not only harnesses the power of TV, but also the press and the internet, reaching consumers via multiple touchpoints.   

“The wide-reaching campaign is sure to raise awareness of Quality Standard Mark beef and lamb among consumers from now until Christmas. Retailers can maximise impulse sales and category growth potential by ensuring the Quality Standard Mark is more visible in shops and stores and that they have sufficient supplies.”