Valentine's promotion a success for QS beef and lamb

A promotion to drive sales of Quality Standard beef and lamb in the run-up to St Valentine's Day has been a success.

The 'It takes 2' promotion, which ran in nearly 300 stores across two multiple retailers, achieved a 4.3% redemption rate.

The special promotion encouraged consumers to make Valentine's Day extra special with a temptingly tasty and romantic meal using beef or lamb that carries the EBLEX Quality Standard mark.

A range of material was produced, including a leaflet containing useful hints and romantic facts for Valentine's Day, as well as two easy-to-prepare and delicious recipe ideas.

One retailer featured cabinet highlighters to promote the cuts featured in the recipes; beef sirloin steak and lamb loin chops, while briefing sheets were provided for counter managers in each store.

Consumers were also able to enter into a prize draw to win a romantic weekend away at a luxury hotel. Around 2,400 people entered the competition via the beefy and lamby website.

Chris Leeman, retail project manager for EBLEX, said: "This promotion tapped into the annual interest and excitement surrounding St Valentine's Day and not increased sales of Quality Standard beef and lamb in-store but drove a significant volume of traffic to the EBLEX consumer website."