Quality Standard Mark – a successful brand

The Quality Standard Mark is now firmly established as England’s leading beef and lamb quality assurance scheme, with over 83% of shoppers saying they would consider purchasing Quality Standard Mark beef and lamb (November 2006).

2006 Quality Standard Mark Brand Awareness Survey* findings:

• 58% of respondents claimed to recognise the Quality Standard Mark logo (up 8% on 2005)
• Of those, 76% said they had seen it within the past month. Of these, 60% said they had seen it on beef packs in their local supermarket, 50% had seen it on lamb packs in their local supermarket and 13% had seen it in their local butchers
• Just over half (54%) of respondents said they would be willing to pay more for Quality Standard Mark beef and lamb
• 88% of respondents were aware of the Beefy and Lamby TV advertising campaign

In addition, in November 2006 EBLEX carried out its own internal audit of non-advertising promotional activities for the Quality Standard Mark in 2005 / 2006.

This showed a 1: 36 expenditure to media value ratio – ie. every £1 of investment produced a media value of £36. This has generated 448 million opportunities to see the Quality Standard Mark during 2005/06.

• Brand Health Check Highlights
• Promotional Audit
• Price Differentiation Trends (2003 onwards)
• Quality Standard Lamb Promotional Update (September 2007)

* Source QSM Brand Healthcheck, Forum Research Oct 2006