Fire Up For Summer 2021

Summer is here and now is the time to fire up the BBQ. In May 2021 we lauched #FireUpForSummer, a campaign to encourage Brits to include premium cuts of meat on their barbecues this summer.

The #FireUpForSummer digital campaign will inspire consumers to use premium cuts, showing off the ease and versatility of cooking with beef, lamb and pork steaks on the barbecue. Specially-created guides, videos and 'cookalongs' from expert BBQ Pitmasters on our consumer-facing websites and social channels will encourage bringing new flavours and recipes to this much-loved meal occasion.

The barbecue meal occasion

With the summer of 2021 seeing an easing of Covd restrictions, barbecues offer a great way to bring families and friends together. 2020 saw the biggest annual rise in barbecue occasions, up 44% year-on-year. This amounted to 100 million barbecue meals during summer 2020.

Messaging for the campaign is tageted at different levels of cooking experience, with tips on how to get the best out of different types of barbecues and cuts of meat readily available. Barbecue lovers across the country are being reminded that no matter their level of expertise, anybody can put together a tasty and stress-free barbecue occasion.

Keep updated

The campaign will have a digital focus with the main activity taking place across social media from 17 May 2021 (to conicide with the lifting of the current 'rule of six' restrictions), through to to the August Bank Holiday and includes National BBQ Week from 5 to 18 July 2021.

Access how-to guides, informative blogs, videos, recipes and more on our consumer websites:

Love Pork

Simply Beef and Lamb

Follow and share our social content

To stay up to date with the campaign, share social content and to join in the conversations, follow us on our consumer social media channels and keep an eye out for chef and Pitmaster contributors using #FireUpForSummer.