When shoppers chose to Make it Steak
When the UK went into lockdown at the end of March, which saw the closure of foodservice operators, the industry experienced unprecedented carcase imbalance. Sales of beef mince shot up as families were panic-buying essentials, yet higher value cuts such as steaks dropped.
To ease this imbalance, the industry called upon retailers to buy a wider range of cuts to reduce the pressure on carcase balance. The Make It Steak campaign was launched at the beginning of April, which saw Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC) and AHDB working together to encourage consumers to cook steak at home, in order to recreate that special eating out experience.
The campaign is being externally evaluated, but to date has achieved the following:
- 190 million impressions with a reach of 13 million via digital and social channels, including taking over the Mail Online’s homepage, to demonstrate to consumers how to cook the perfect steak
- Advertising and PR activity reached 9 million households with the message to ‘Stay Home and Celebrate Steak Night’
- 500,0000 impressions generated via the foodservice social activity, which saw chefs from competing sports teams prepare a steak dish head-to-head, which was then voted on by the general public
Supermarkets supported the #Make It campaign with banners on their online retail sites, signage at fixture and on-pack campaign stickers featured across a range of different hind quarter beef products in order to support wider beef sales.
Cook the perfect steak: Share the message
Encourage and inspire others to enjoy a delicious beef steak. Join in our #MakeItSteak and #SteakNight campaign.
Sharing steak recipe inspiration
We have plenty of steak-inspired content that we’d love you to share on digital channels; from your WhatsApp groups to your Facebook feed.
Follow us on social media
For lots more content, and to keep updated with our latest campaigns, ensure you follow AHDB’s consumer social media channels, to join in the chat, and share our posts.
You can still get involved
Farmers, retailers, chefs – share our recipes, advice and videos on social media, as well as sharing your own expert knowledge and tips.
Make sure you're using #MakeItSteak #SteakNight in your posts!
Share your favourite beef steak recipes, post how-to video demos, help people with questions on our feeds. Perhaps they can’t get hold of certain ingredients and need an alternative?
Recipe ideas need to be delicious, easy, good value for money, using few and widely available ingredients, with consideration of health thrown in the mix.
Why are we asking for your support?
The eating-out market is an important channel for food sales. It accounts for 21% of beef volumes and steak is one of the most popular beef choices when eating out.
With many foodservice outlets now closed, it’s estimated that there will be 2.5 billion fewer eating-out occasions every quarter.
In light of this, our Simply Beef and Lamb consumer website is showcasing the fantastic ways you can enjoy a restaurant quality steak in the comfort of your home… something that may bring a little cheer and a treat at a time when online demand for help with cooking at home has increased significantly.
Let's showcase steak
More people are turning to social media for recipe inspiration in the home. It is estimated there will be close to 500 million more meals cooked in the home because of the lockdown (Kantar Worldpanel).
We want to showcase a range of simple steak recipes for people to cook with confidence in their own home and how-to content to help people cook the perfect steak.
However, we can’t do this alone! We’re asking for support across the food-supply-chain community. So join us and get involved.
Beef is naturally rich in protein, low in salt and provides eight vitamins and minerals that contribute towards good health: iron, zinc, vitamin B12, vitamin B6, niacin (vitamin B3), riboflavin (vitamin B2), potassium and phosphorus.
Red meat such as beef is one of the main sources of vitamin B12, which typically is only found naturally in animal products such as meat and milk. Vitamin B12 helps the immune system to work normally, helps reduce tiredness and fatigue and supports normal psychological function.
What else have we been doing?
- Social media activity is always on. We have asked our audiences what content they’d like to see from us, as well as analysing digital data, and have adapted to meet their needs, providing solutions as best we can.
- Launched a ‘Cheeky Beef’ print advertising campaign over the Easter bank holiday weekend to showcase great ideas for cooking with steak at home. A series of adverts were featured in the national press, which achieved a circulation of more than 9 million readers.
- Email marketing – sent to about 61k recipients monthly, sharing Easter recipe ideas and BBQ inspiration for beef & lamb and for pork too, new Stay Home, Eat Well recipe blogs on Comfort Food and Batch-cooking for the family, as well as a video on How to cook the perfect steak
- On the Simply Beef & Lamb website the team created informative content, including a Steak Hacks blog and information about making your own sauces, marinades, rubs and butters.
- In collaboration with Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC)
- Britmums – partnering with this parenting blogger network. 18 micro influencers are creating pork, beef and lamb recipe blogs and social media content, highlighting nutritional and culinary benefits. Look out for #SimpleBalancedMeals #CookingAtHome on Instagram, Facebook and Pinterest
- Consumer magazine advertorial – tips to eat well and support normal immune system function
- Beef Week (23-30 April) – celebrating beef and helping provide solutions for cooking at home.
- Nutrition and health graphics have been created for use on social media.