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LMC brings back its Truth About Beef campaign

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Local Chef James Devine cooks some tasty dishes as part of The Truth About Beef campaign.

Local Chef James Devine cooks some tasty dishes as part of The Truth About Beef campaign.

Local Chef James Devine cooks some tasty dishes as part of The Truth About Beef campaign.

A third burst of its high-profile advertising campaign, Good Honest Food - The Truth About Beef, has been launched by the Livestock and Meat Commission (LMC).

Consumers are invited to learn all about the health and environmental benefits of Northern Ireland Farm Quality Assured (NIFQA) beef from the comfort of their own sofas. The campaign is strategically timed as January is typically a time when the focus shifts to meat alternatives.

The Truth About Beef campaign follows local chef James Devine on a journey to find out what makes NIFQA beef so special. Along the way he speaks to local experts to find out how NIFQA beef is produced, its role in maintaining a sustainable environment as well as the importance of red meat as part of a healthy balanced diet.

The travelogue style of the campaign takes viewers around Northern Ireland with James, meeting experts and asking the questions consumers want the answers to.

Along the way James stops off to chat with several experts, including, Dr Steven Morrison, head of sustainable livestock production at AFBI Hillsborough and Dr Ruth Price, clinical trials manager in the School of Biomedical Sciences at Ulster University.

The campaign will be shown on Channel 4, UTV, Sky Adsmart. It will be broadcast on Cool FM, Downtown, Downtown Country, U105, Q radio. Outdoor activity will be placed across the province and in the areas of local retailers.

“We know from independent research that those who seen the campaign in previous bursts were significantly more likely to purchase NIFQA beef and lamb,” said Lauren Patterson, marketing and communications manager, LMC. “Those surveyed agreed it was nutritious, produced more sustainably and of the highest quality. This confirmed with us the importance of getting the campaign back on consumer screens.

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“It is critical that consumers are given a balanced view using science-based facts. The Good Honest Food campaign is founded on independently reviewed, scientific research that is discussed with and communicated by the experts.

“It is hugely important that we are proactive in leading the conversation with impartial facts and consumers are correctly informed about beef and lamb production in Northern Ireland. It is vital that consumers recognise that the NIFQA logo is their guarantee of high-quality beef and lamb produced on their doorstep, and fully traceable from farm to fork.

“We were delighted with the success of the first two tranches of the campaign in reaching a new consumer target for LMC and we received extremely positive results with many consumers actively accessing our website and media channels for information for the first time.

“A host of new beef and lamb recipes that will be launched throughout the latest burst of the campaign are available to download from www.beefandlambni.com.

“It is important that we increase our presence on social channels such as Facebook and TikTok, as well as on increasingly popular streaming platforms such as Spotify. We know that this approach will allow us to reach consumers of all demographics and we are positive this will help to improve on the already impressive performance of the previous bursts.”

The third campaign burst will run until the end of March 2022, featuring on television, radio, and outdoor platforms. High levels of consumer reach are anticipated on the back of the prominent advertising slots which have been secured for this burst of the campaign.

The campaign will also unfurl further across social media and online.

For more information about LMC’s Good Honest Food campaign, search Love NI Beef.


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