Campaign encourages consumers to put premium cuts on the barbecue

AHDB is set to launch a new summertime campaign this May which will encourage Brits to ‘elevate the standard of their barbecues’ by swapping out the sausages and burgers and cooking with steaks throughout the summer months.

The ‘Fire up for Summer’ campaign aims to inspire consumers to use premium cuts, showcasing the ease and versatility of cooking with beef, lamb and pork steaks on the barbecue.

Specially created guides and videos will encourage consumers to add new flavours and recipes to this much-loved meal occasion.

Messaging within the campaign will be aligned to different people’s level of cooking experience, with tips on how to get the best out of different types of barbecues and cuts of meat readily available.

The campaign follows the biggest annual rise in barbecue occasions year-on-year in 2020, with 44 per cent extra consumers making use of the summer months in their gardens, amounting to 100 million barbecue meals throughout last year.

Gareth Renowden, senior marketing manager at AHDB, said: “We know barbecues continue to be a popular meal occasion during the warmer summer months. Despite this, steaks only appear on 1 in 10 barbecue grills. The question we want to pose as summer draws nearer is, why not use them more often?

“Steaks are readily available in all major retailers, and with the availability of thin cut or sizzler steaks as quick and cost-effective options, there’s no reason not to elevate your experience for friends and family with a supercharged barbecue! We’re even providing tips on how to make rubs, and marinades, to take your steaks to the next level.”

The campaign will have digital and social media support from May 17 to coincide with the lifting of the current “rule of six” restrictions, through until the August Bank Holiday. This will also include National BBQ Week, which falls between July 2 and July 11 2021.

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