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Love BBQ 2023: Results
Our Love BBQ social media campaign, which ran from 1 May until 4 June 2023, inspired people to celebrate the summer by trying out tasty and easy barbecue pork, beef and lamb recipes.
With impressive engagement rates and wide-reaching exposure, the Love BBQ campaign reinforced our mission of promoting long-term consumer attitudes towards fresh primary pork, beef and lamb.
Campaign highlights
We partnered with popular family-focused food influencer Anna Stanford (@annasfamilykitchen on Instagram) to create an enticing summer dish featuring lamb leg steaks.
Anna's recipe video garnered positive feedback on her channel, reaching an impressive 830,000 consumers.
The video also achieved 27,000 through plays (views to completion), a 6.8% engagement rate (higher than the industry average), and 984 saves.
Watch the garlic and rosemary lamb with summer veg recipe video on Instagram
Social media adverts targeted consumers hosting gatherings over the Coronation and bank holiday weekends, promoting the best cuts of pork, beef and lamb for barbecuing.
A wide range of recipes, including Mexican-style pork burgers, barbecue beef kebabs and tandoori-style lamb koftas were also featured
The Love BBQ campaign reached 5.4 million social media users, surpassing its initial aim by 500%.
The campaign also achieved a remarkable 5.25% engagement rate, exceeding expectations by 175%, and garnered a paid reach of 980,000.
Butchers and farm shops throughout the UK received recipe kits promoting the barbecue recipes, ensuring the wider dissemination of the Love BBQ campaign.
Our Love BBQ campaign successfully generated enthusiasm among consumers for barbecuing pork, beef and lamb.
The campaign's partnerships, captivating social media adverts, diverse recipe range, and wide-reaching exposure all contributed to its achievements.
With positive press coverage and the distribution of recipe kits to retailers, our ongoing marketing efforts continue to strengthen long-term consumer attitudes towards fresh primary pork, beef and lamb.
