18 May 2009

2 minute read

Europe

The “Tough Standards. Tender Results” initiative pushes the message that beef and lamb carrying the EBLEX QSM logo gives consumers a guarantee of the integrity and quality of the meat they purchase.

The new press, digital and television campaign takes a light-hearted look at the detailed attention the Quality Standard scheme pays to its assurance and eating quality requirements across the supply chain.

The ads, featuring a novel use for a clipboard and a filing cabinet, are based on consumer research carried out earlier this year showing shoppers had growing concerns about the origin and integrity of food - expressing the concept of ‘food quality’ primarily in terms of safety and taste.

“This campaign focuses on the core values underlying the Quality Standard Scheme, and aims to position the QSM as the beacon for great-tasting quality beef and lamb”, said EBLEX Head of Consumer Marketing Jane Ritchie-Smith. She added that this focus would also help ensure a smooth integration of the campaign with any future promotional work that might be carried out under the Red Tractor logo.

“Consumers have told us they are reassured by knowing production standards for beef and lamb are in place – and that these are being independently audited. The new QSM ads are designed to engage busy consumers using a light-hearted approach stressing the link between product quality and the scheme’s attention to upholding standards.”

The QSM campaign’s target audience is ‘food interested’ consumers aged 35 to 55, with a focus on housewives with children – who are amongst the biggest consumers of online media.

The QSM press adverts will be running in national newspapers, women’s magazines and consumer food monthlies from May 18, with an interactive digital campaign following on June 1, in time for the barbecue season.

The new online ads, featuring a steak cooking, have been designed to drive traffic to EBLEX’s recently launched consumer website www.simplybeefandlamb.co.uk

The campaign will run in parallel with 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.