A £1 million advertising campaign aims to add £6 million to the thin cut steak market over the next three years by engaging new families and young couples.
Funded by AHDB Beef & Lamb, cheeky adverts with slogans such as ‘Fancy a midweek quickie?’ and ‘If you have the passion, we have the sizzle’ will direct shoppers to a new website – CheekyBeef.com – for quick and easy thin cut beef recipes.
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 Beef & Lamb Senior Marketing Manager Gareth Renowden, said: “We’re looking 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 put steak in their mid-week meals.
“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.
“While this is a fun and captivating beef campaign, it’s part of a bigger long-term strategy. We’ve been working closely with the industry to increase use of the beef carcase and meet consumer needs by getting thin cut steaks in stores before Cheeky Beef begins.”
The creative images have been extensively tested with consumers to ensure they resonate. Researching and testing the name ‘thin cut steak’ also helped to settle on a universal identity that cut through confusion against other current alternatives, like minute steak and frying steak.
The thin cut comes from a variety of muscles, improving use of the beef carcase, they are generally between five and seven millimetres thick, delivering a quick and easy to cook steak with a robust flavour. Naturally lean, they offer great value for money for both consumer and retailer, generally selling for less than £9 a kilogram.
Retailers and producers can see the new adverts on the AHDB Beef & Lamb website and share their recipes or fun beef photos using #CheekyBeef.