A fresh wave of advertising for the English Beef and Lamb Executive’s Quality Standard Mark will go on TV screens from next month.
Eblex unveiled the new campaign plugging beef mince yesterday (Friday), and also announced a strategic alliance with charity SportsAid.
The latest execution is part of a three-year, £5.5m campaign to increase sales of beef mince in the wake of the abolition of the Over Thirty Months Scheme. Mince is a key target market for producers of older beef, which is also widely used in processing.
The 30-second commercial, set to air from March 6, continues Eblex’s cricketing theme with a computer-animated Ian ‘Beefy’ Botham making a dish of spaghetti bolognaise.
Through its tie-in with SportsAid, Eblex will also be running an initiative called the Be A Sport Appeal.
There will be an instant-win on-pack competition giving 30 shoppers the chance to win a pair of tickets to the SportsAid 30th anniversary ball.
A further 10,000 will win a copy of Eblex’s latest recipe book, Mince Magic. Consumers who buy their mince from a butcher will get a scratchcard offering ten people the chance to win dinner with a sports star.
Eblex has also donated £50,000 to SportsAid, which helps youngsters achieve success in athletics through training grants. At the 2004 Athens Olympics, half of Britain’s medal winners had benefited from SportsAid funding when younger.
Andrew Garvey, Eblex head of marketing, said: “The Be A Sport Appeal is a great platform for us to capitalise on the public’s patriotic sporting optimism.”
Garvey said that he was to meet Morrisons next week to discuss whether the retailer was prepared to use the Eblex QSM in store. It is the only major multiple not to do so.
Richard Clarke