The NFU has launched a campaign to promote British beef as a versatile and nourishing meal option.
The integrated campaign will target consumers with digital, PR, advertising and retailer engagement to inspire cooks to put British beef on the menu for their families to create nutritious meals.
Working closely with the Ladies in Beef group, the campaign will be fronted by Lynda Bellingham, a farmer’s daughter and star of ITV’s Loose Women and Calendar Girls.
At its centre, the campaign will feature a new interactive website – www.greatbritishbeef.co.uk – to go live in late November 2011. It will feature hundreds of simple and easy beef recipes to showcase the versatility, value and nutritional benefits of beef.
The website will host interactive features, including video “cook-alongs” with Ms Bellingham and a meet-the-butcher section which outlines value cuts, new cuts and how to choose the best beef.
The campaign will be extensively networked via Facebook and Twitter. A traditional PR campaign with Ms Bellingham in November will use national, radio and TV to gain exposure.
Asda and Morrisons have already agreed to back the campaign by contributing shopping vouchers as prizes. The NFU is currently negotiating with other major supermarkets and hopes to be able to announce their support soon.
An advertising campaign will launch concurrently across Olive, Delicious and BBC Good Food web portals. The site promotes Red Tractor Assurance and will link to the NFU’s existing consumer web portals Why Farming Matters and www.countrysideonline.co.uk .
Leading retailers are backing the campaign with Asda and Morrisons agreeing to throw the power of their social media networks behind the effort to ensure millions of consumers are made aware and they are also contributing shopping vouchers as prizes. The NFU is currently negotiating with other major supermarkets and hopes to be able to announce their support soon.