When shoppers chose to Make it Steak

When the UK went into lockdown at the end of March, which saw the closure of foodservice operators, the industry experienced unprecedented carcase imbalance. Sales of beef mince shot up as families were panic-buying essentials, yet higher value cuts such as steaks dropped.

To ease this imbalance, the industry called upon retailers to buy a wider range of cuts to reduce the pressure on carcase balance.  The Make It Steak campaign was launched at the beginning of April, which saw Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC) and AHDB working together to encourage consumers to cook steak at home, in order to recreate that special eating out experience. 

The campaign is independently evaluated by global research agency Kantar, and the following attributable results have been reported for the campaign:

  • The Make It Steak campaign added £9.8m sales to beef steak in Britain, that would not have happened had the campaign not run.
  • Make It Steak returned £12.30 in retail sales of beef steak for every pound spent on advertising. Returns were primarily driven by digital channels, supported by In Store activity.
  • Across the primary fresh Beef category there was a total of £24.7m in sales due to the campaign.
  • The campaign brought in an additional 432k incremental buyers to beef steak – buyers that would not have purchased had the campaign not run.

Supermarkets supported the #Make It campaign with banners on their online retail sites, signage at fixture and on-pack campaign stickers featured across a range of different hind quarter beef products in order to support wider beef sales.