Adverts with a cheeky sense of humour are to be launched this month and hope to build upon the thin cut steak market over the next three years.
The £1 million advertising campaign 'Cheeky Beef', funded by AHDB Beef & Lamb, aims to add £6 million to the thin cut steak market by engaging new families and young couples.
The adverts will run with slogans such as ‘Fancy a midweek quickie?’ and ‘If you have the passion, we have the sizzle’.
Starting in May and running through the summer, eye-catching artwork will appear in newspapers, supplements, on billboards near supermarkets and will also be promoted via social media.
AHDB have been working closely with farmers to increase use of the beef carcase and meet consumer needs by getting thin cut steaks in stores before Cheeky Beef begins.
The thin cut comes from a variety of muscles, which improves the use of the beef carcase. They are generally between five and seven millimetres thick, delivering a quick and easy to cook steak.
Naturally lean, they offer great value for money for both consumer and retailer, generally selling for less than £9 a kilogram.
AHDB Beef & Lamb Senior Marketing Manager Gareth Renowden, said the campaign looks to put thin cut steaks on the plates of people who are either starting a family or thinking about doing so, helping those who are short of time due to a busy lifestyle.
“The multi-channel advertising activity, using strong visuals of thin cut steaks along with arresting headlines are supported by partnerships with major retail groups, which should help us deliver that £6 million increase in thin cut steak sales over the next three years,” Mr Renowden said.
