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EBLEX PROMOTIONAL ACTIVITY February 2008

EBLEX launches the first phase of its Quality Standard Beef Mince 2008 campaign this month with an airing of the Beefy and Lamby 'Box' TV advert. (Click here to view the ad)

The campaign is being backed up with a series of press adverts in selected women's and consumer press – including the Dish of the Day adverts (below) – and a major 'Making the Most of Mince' cookery event for food writers featuring home economist Margeurite Patten will take place later this month.

This event will highlight the versatility of beef mince as a nutritious ingredient for family meals for toddlers, primary school children and teenagers.

The latest edition of the popular Tuck In recipe book – Tuck in 13 – is being sent to independent butchers early next month. Included in this kit will be a brand new Farmhouse Mince recipe booklet featuring recipes from farmers and farmers' wives.

Quality Standard beef and lamb promotions are continuing in a number of multiple retailers, with in-store radio advertising, on-shelf promotion and leaflet inserts in store magazines.

Agneau Presto' - a new lamb export campaign aimed at the French consumer.

Overseas, EBLEX is taking a leading role in a three year generic lamb promotion campaign aimed at French consumers. The French market is the UK's largest lamb export market, but consumption has declined over the past few years. The campaign 'Agneau Presto' which is funded by EBLEX and a number of national and international organisations, aims to target younger French consumers with a range of new lamb cuts which are quick and easy to prepare.

Back at home EBLEX distributed over 25,0000 copies of its Autumn Lamb booklet (click here) directly to farmers who requested copies. This was in addition to the 3 million distributed last year to consumers through national and regional papers.

Plans are in hand to develop a Quality Standard Spring Lamb recipe booklet which will be available later this year.

Two multiple retailers have also recently joined the EBLEX Quality Standard Scheme, along with three major foodservice companies. This now means 12 multiple retailers are now Scheme members and brings the total of foodservice company members to 680 restaurants, hotels and pub chains.*