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 St George's Day, BBQ season and Christmas.

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

TV, radio and new media adverts

A new Quality Standard TV advertising sponsorship campaign aimed at a 'food interested' audience is being aired on the UK TV Food Channel in Autumn 2008.

The ads, known as a 'sponsorship idents' feature a family preparing to sit down to a series of freshly cooked meals, highlighting the versatility of beef and lamb as a key ingredient in family dishes any day of the week.

Called 'Every Day a Different Dish', the ads will appear 8 times an hour - before, during and after 'Market Kitchen' and other well known programmes on the channel such as 'Ready Steady Cook' and 'Masterchef'.

It will complement EBLEX's existing run of 'Beefy and Lamby' TV adverts aired on national TV earlier this year.

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

EBLEX has also rolled out a number of online adverts – click here to view the latest selection.

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 adverts are run at specific times of the year to support seasonal promotional campaigns, such as the recent launch of the online Recipe Club.

To see the latest Quality Standard press adverts, click here.

Promotional Campaigns

EBLEX produces 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 07/08 Quality Standard Mark consumer campaigns are detailed below.

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

Natural Born Grillers (Summer 2008 BBQ Campaign) http://www.naturalborngrillers.co.uk/nbg2008/scripts/ba.php

St George's Day 2008 http://www.beefyandlamby.co.uk/scripts/iaxpage.php?sub=celebrate&header=celebrate-home

Recipe Club http://www.beefyandlamby.co.uk/recipeclub/scripts/clubpage.php?header=iaxclub

Mums Make More out of Mince http://www.beefyandlamby.co.uk/scripts/videoplayer/videoplayer.html

Roast Rage (Christmas 2007) http://www.roastrage.co.uk/

Save Our Stomachs (September 07) http://beefyandlamby.co.uk/microsites/sos/index.html