Running for 12 weeks with TV, video on demand, radio and social media, it aims to inspire consumers to create restaurant-style meals in the comfort of their own home, using a variety of hindquarter cuts.
The move is part of a response to carcase balance challenges faced by the beef supply chain in the wake of the coronavirus, which has seen a surge in demand for beef mince in supermarkets while more expensive cuts, more commonly favoured in restaurants, have seen demand plummet as the lockdown has taken hold.
To meet the demand for mince, processors are having to mince higher value hindquarter and steak cuts, which leads to a drop in the overall retail value of the carcase and a subsequent drop in potential returns back to beef farmers.
The campaign will be supported with ‘how to’ videos and cooking tips, and influencer-driven content. It builds on a social media push launched earlier in April by the three levy boards.
It aims to reach 85% of UK households and deliver a three-to-one return on investment, well above the industry average.
The campaign is being funded from the fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – QMS, AHDB and HCC.
The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England for animals which have been reared in Scotland or Wales.
A joint statement from the levy boards said: “This is a unique joint effort by QMS, AHDB and HCC which we hope will drive an uptake in steak and roasting joint sales in the run up to barbecue season. It’s a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens.”
Director of marketing and communications at QMS Lesley Cameron said: “The ‘Make it’ campaign is the first to jointly promote our three brands, Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, and we are delighted to be taking it to the next level with our new STV partnership.
“STV is the perfect partner for our activity with its massive viewership across the whole of Scotland. We are looking forward to reaching consumers with recipe inspiration, hints and tips, encouraging them to buy and enjoy red meat and ensure that when they do, they Make It with Scotch Beef, Scotch Lamb or Specially Selected Pork.”