Levy body in England spends £2.5m on consumer campaigns

In an effort to counter the problems in the processing sector around carcase balance, the levy bodies have pulled together to focus consumer consumption on more expensive cuts, and the spend is now worth almost £2.5m.  Activity for pork and beef are now live, and will be followed shortly by campaigns for diary and potatoes in the next few weeks. You can read a blog from Christine Watts and watch the podcast too.

• • Beef: Working with our partners in Scotland and Wales, QMS and HCC, AHDB has invested £1.2m in a Beef consumer campaign encouraging everyone to ‘Make It Steak’ across TV, radio, Video-On-Demand, print, social media and of course in-store. There has been huge support from retailers, chefs and farmers alike – do get involved and post your favourite steak dishes on social media using #MakeItSteak and #SteakNight
  • Dairy: Together with Defra, the Devolved Administrations and Diary UK we’re investing £1m in a Dairy consumer campaign – plans will be unveiled in the coming weeks
  • Pork: We’ve also put £100k into promoting pork by revisiting our Pulled Pork campaign and this activity is now underway via national print and social media
  • Potatoes: £100k is also going into bringing back Bud the Spud to promote potatoes which will go live in a few weeks’ time

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