Fire Up For Summer
Summer is here and now is the time to fire up the BBQ. In May we launched #FireUpForSummer, a campaign to encourage Brits to include premium cuts of meat on their their barbeques 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 live ‘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 this summer seeing an easing of Covid 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 forthe campaign is targeted 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.
The campaign will have a digital focus with the main activity taking place across social media from May 17 (to coincide with the lifting of the current “rule of six” restrictions), through to the August Bank Holiday and includes National BBQ Week from July 5 to 18 July 2021.
Access how-to-guides, informative blogs, videos, recipe cards and more campaign-related information here on our consumer websites:
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.