Online campaign went off the scale!

In April AHDB Beef & Lamb enlisted the support of Spencer Matthews and a squad of mummy bloggers to help showcase beef and lamb’s relevance to a modern and healthy lifestyle.

Spencer, Celebrity MasterChef 2018 finalist, is known amongst the target ‘young family’ audience for keeping in shape. His engaging, cheeky-chappy charisma plays well on camera, and he became a dad for the first time in 2018 - so hit the brief perfectly.

Conducted on Instagram – because of its reach with the audience – Spencer cooked several beef and lamb recipes at his home and shared his experiences with 730,000 highly engaged followers. At the same time, working in partnership with blogger’s network Brit Mums, 100 ‘mummy bloggers’ showed their thousands of followers a selection of easy and quick beef and lamb recipes.

The two activities together resulted in a successful digital campaign, boosting Simply Beef & Lamb’s Instagram by 3,000 followers and over 25,000 additional hits to the website from Spencer’s featured recipes. Spencer’s activity reached 174,372 people, with an impressive engagement rate of 6% (sharing, liking or viewing the content). Spencer’s profile secured interviews with the Daily Mail, Metro online and The Sun online, where he spoke of how easy it is to cook with beef and lamb, which provide vitamins and minerals for a healthy well-being.