An uncompromising kitchen Drill Chef will appear on television screens across the UK for the first time this week in the latest phase of the "Tough Standards, Tender Results" campaign to promote Quality Standard beef and lamb.
The light-hearted character will be seen on-screen, as part of EBLEX’s ongoing sponsorship of the UKTV Food channel’s popular Market Kitchen programme, getting tough in the kitchen with quality standards to promote the Quality Standard Mark (QSM). The "idents" will bookend the show and the advert breaks in between.
It is the latest phase in a nationwide advertising campaign launched last month with print advertising to showcase the robust standards behind the Quality Standard Mark which gives consumers an assurance of the integrity and quality of the beef and lamb they purchase. Research has shown that consumers are reassured by knowing production standards for beef and lamb are in place and that these are independently audited.
The television idents replace the current campaign on the channel, which has been running since September 2008, highlighting the versatility of Quality Standard beef and lamb, with a new recipe every day.
Also launching on June 1 is a new online campaign, with four different interactive adverts seen via email portals and on selected websites. Two will see a focus on the standards that go with beef or lamb carrying the QSM logo, while the others will see people challenged to cook their own virtual steak which they must turn at the right time or see their screen filled with digital smoke and the meal spoiled.
"The new television idents and online aspects are part of an integral, ongoing campaign to reinforce the core values underlying the Quality Standard scheme. The ’Tough Standards. Tender Results’ press campaign has already prompted a very positive response," said EBLEX Head of Consumer Marketing Jane Ritchie-Smith.
"The new campaign is all about conveying serious messages about the strength of the standards involved in attaining a QSM stamp in a light-hearted, memorable way. Both the online presence and UKTV Food idents are another effective tool in communicating this message to our core target audience.
"Raising consumer understanding of the issues involved also paves the way for future promotional work which might be carried out under the alternative Red Tractor logo."
The QSM campaign’s target audience is ’food interested’ consumers aged 35 to 55, with a focus on housewives with children - who are among the biggest consumers of online media.
The campaign is running in parallel to existing ongoing Quality Standard beef and lamb promotional activity featuring celebrity chefs, the popular Tuck-in recipe magazines, the Young Chef Challenge for schoolchildren and the online Quality Standard Recipe Club.
