2022 summer BBQ campaign

This year saw the return of our summer BBQ campaign, encouraging Brits to get their barbecues out – whatever the weather – and create some delicious BBQ recipes. The recipes featured more premium cuts of meat such as pork, lamb and beef steaks, as well as mince to make burgers and kebabs at home.

The first burst of campaign activity took place from 23 May–6 June to coincide with the Platinum Jubilee celebrations We inspired consumers to #RoyalUpYourBBQ and make their barbecue occasion more majestic.

Hot on its heels was the second burst of our BBQ campaign, #LoveBBQ, which took place from 27 June–10 July during National BBQ Week.

Focusing on taste and ease 

The campaign aimed to inform consumers how easy it is to cook steaks on the barbecue and to make your own burgers and koftas with mince. We developed step-by-step preparation and cooking guides to reassure consumers that everybody can put together a tasty, stress-free BBQ this summer.

Recipes inspired by world cuisines were shared across our consumer channels to entice consumers to try some new flavours on their barbecue too. These included: Tandoori Lamb Skewers, Piri-Piri Style Pork Burgers and Caribbean Jerk Style Steaks.

Campaign activity

• BBQ leaflets and posters were sent to around 1,800 independent butchers and farm shops in the UK
• The digital campaign was seen over 800,000 times by users on social media across our Love Pork and Simply Beef & Lamb channels. We also received support from other industry bodies who shared our content
• We had over 400 competition entries from social media, with users sharing their top barbecue hacks and recipes
• E-newsletters featuring BBQ hacks and recipe inspiration were sent out to the Simply Beef & Lamb and Love Pork 58,000 subscribers
• New on-trend BBQ recipes were created and featured in the campaign
• Strong press coverage across publications such as Farmers Guardian, Farming UK, Pig World and Farmers Weekly

How-to guides, informative blogs, videos, recipes and more can still be found on our consumer websites:

Free Summer BBQ recipe leaflets, posters and other marketing items can still be accessed and ordered online here.