Latest Quality Standard Mark campaign

EBLEX uses a carefully formulated marketing mix of TV commercials, press adverts and PR activity to promote the Quality Standard Mark to consumers.

Each aspect of the Quality Standard Mark marketing campaign is based on robust consumer research carried out by leading independent companies. EBLEX constantly updates this research to track the very latest consumer trends and shoppers’ beef and lamb purchasing habits.

The EBLEX marketing programme is designed to co-ordinate with key seasons in the farming year, such as Autumn lamb production and key selling times like the summer barbeque season. This triggers a number of campaigns that include consumer advertising and in-store communications and activity.

A number of promotional campaigns are run around major events such as Valentine’s Day, St George’s Day and Christmas.

For separate information on EBLEX promotional work in the trade and foodservice sector, click here.

For details of the 2006 EBLEX Promotional Spend Audit, click here

TV adverts

The latest Beefy and Lamby TV commercial ‘Rubbing’ promoting EBLEX Quality Standard Beef Mince was aired over a number of weeks in September 2006.     According to an independent survey (November 2006) over 88% of shoppers questioned recalled seeing Beefy and Lamby ads on TV.

To view ‘Rubbing’ and other Beefy and Lamby TV commercials click here  Please note these files are available as low/high bandwidth Flash movies or as a Windows Media Video (wmv) file.

A new Beefy and Lamby ad is currently in production, and will be on screen in early 2007.   The TV  schedule for the new ad will be posted in due course.

Press campaign

Press adverts featuring Beefy and Lamby are regularly published in a number of national press magazines and women’s magazines aimed at the Quality Standard Mark’s target audience of 30 to 55 year old ‘food interested’ consumers.

The latest set of press adverts focus on the unique quality and traceability elements of Quality Standard Mark Beef and Lamb. View press ads

To see previous Quality Standard Mark press adverts click here.

Promotional Campaigns

EBLEX has rolled out a number of specific ‘non advertising’ promotional activities to highlight Quality Standard Beef and Lamb at key times of the year.

A selection of the main 2006 Quality Standard Mark consumer campaigns are detailed below. A campaign for St George's Day 2007 is in production and will be launched shortly.

For the 2005 Beefy and Lamby photo gallery, click here

For further information on EBLEX Quality Standard Mark promotional activity, contact georgee@eblex.org.uk

'It's On the Table' (Valentine's Day, February 2007) http://www.itsonthetable.co.uk

Roast Rage (Christmas 2006): http://www.roastrage.co.uk/

Save Our Stomachs (September 2006): http://www.beefyandlamby.co.uk/microsites/sos/index.html

Summer 2006 Barbeque (June 2006): http://beefyandlamby.co.uk/microsites/bbq/bbq_home.php

Be A Sport Appeal (March 2006): http://www.beasportappeal.co.uk/index.php

Quality Standard Lamb Promotional Update (September 2007)