Encouraging Britain to Fire Up For Summer

Tuesday, 18 May 2021

A new summertime campaign is set to launch this May, with Brits encouraged to elevate their barbecues with an array of inspiring recipes featuring a range of cuts – from BBQ classics like sausages and burgers to beef, pork and lamb steaks.

Our “Fire up for Summer” campaign will showcase the ease and versatility of cooking with beef, lamb and pork, with specially created guides and videos to encourage consumers to add new flavours and recipes to this much-loved meal occasion.

With this summer already starting to see 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. 

Gareth Renowden, our Senior Marketing Manager, said: 

“We know barbecues continue to be a popular meal occasion during the warmer summer months, so why not elevate your experience for friends and family with a supercharged barbecue with our new recipes and tips on how to make rubs, and marinades, to take it to the next level.”

The messages within the campaign will be aligned to each person’s specific level of cooking experience, with tips on how to get the best out of different types of barbecues and cuts of meat readily available. Through this medium its hoped that barbecue lovers across the country are reminded that no matter their level of expertise, anybody can put together a tasty and stress-free barbecue occasion. 

Chef Luke Rhodes, Pitmaster and Masterchef The Professionals Final Eight contestant, is one of the nationally recognised foodservice experts who is putting his weight behind the campaign. He said: “Given the last 15 months that we have experienced, a barbecue will be the perfect way to get friends and family together this summer. 

“Whether it be grilling steaks for al fresco dining or using larger cuts of meat such as brisket or shoulder for a low and slow centrepiece, it’s a great way to get your family and friends in one place and sample quality produce.

“From a Pitmaster’s point of view, there is nothing more satisfying than a perfectly cooked piece of quality barbecued food.”

The campaign will have digital and social media support from 17 May to coincide with the lifting of the current “rule of six” restrictions, right the way through to the August Bank Holiday. This will also include National BBQ Week, which falls between 2 July and 11 July 2021. Consumers are encouraged to engage with 'food inspiration' tips on different flavour combinations for alternate barbecue occasions. These will be available across the duration of the campaign.

Access how-to-guides, informative blogs, videos, recipe cards and more campaign-related information