Case Study: British Meat
part of Chime Communications plc
The Bell Pottinger Group: what could we do for you?
Restore confidence in British beef and support the positive role of red meat in a balanced diet
Who did we need to speak to?
• Primary grocery purchaser
What was the story?
• Launch of Quality Standard eating marks to restore consumer confidence in eating quality of British meat
How was it told?
• Endorsement from health professionals on the health and safety of British meat
• Endorsement from chefs to support quality/taste messaging
• Regular exploitation of sales figures and success of Quality Mark
• Regular recipe placement
• Prompt response to meat issues
Result: Sales of beef started to recover almost immediately. By 2003 beef sales had exceed one million tonnes in the UK for the first time, demonstrating consumers' renewed confidence in British beef.
Who did we need to speak to?
• Primary grocery purchaser
What was the story?
• Launch of Quality Standard eating marks to restore consumer confidence in eating quality of British meat
How was it told?
• Endorsement from health professionals on the health and safety of British meat
• Endorsement from chefs to support quality/taste messaging
• Regular exploitation of sales figures and success of Quality Mark
• Regular recipe placement
• Prompt response to meat issues
Result: Sales of beef started to recover almost immediately. By 2003 beef sales had exceed one million tonnes in the UK for the first time, demonstrating consumers' renewed confidence in British beef.
 |
|
 |
 |
|
|
 |
|
|
|
|
|