Case Study: EBLEX
part of Chime Communications plc
The Bell Pottinger Group: what could we do for you?
Encourage consumers to seek out a Quality Standard Mark for assurance on the eating quality of the beef and lamb that they buy
Who did we need to speak to?
• Primary grocery purchaser, ABC1 25-45 year olds
What was the story?
• The Quality Standard Mark indicates meat that has been produced to standards above the legal minimum, independently assured from farm to fork
How was it told?
• Amplification of Beefy and Lamby advertising campaign via: Taste Test Match, Celebrity profiles on print and broadcast media
• Endorsement from Angela Hartnett to devise recipes
• Sponsorship of high profile events: Chelsea Flower Show garden, Ideal Home Show Sizzling Kitchen
• Newsworthy stunts: Beefy and Lamby at the Ashes, Roast Rage hotline over Christmas period
Result : 4% increase in sales of English beef and 5% increase in sales of English lamb (source: Meat and Livestock Commission), 61% consumers stating that they would look out for Quality Standard Mark, 77% consumers stating that Quality Standard Mark is a label they can trust (Millward Brown). A campaign delivering a media value of £3 million with a total reach of 209 million.
Who did we need to speak to?
• Primary grocery purchaser, ABC1 25-45 year olds
What was the story?
• The Quality Standard Mark indicates meat that has been produced to standards above the legal minimum, independently assured from farm to fork
How was it told?
• Amplification of Beefy and Lamby advertising campaign via: Taste Test Match, Celebrity profiles on print and broadcast media
• Endorsement from Angela Hartnett to devise recipes
• Sponsorship of high profile events: Chelsea Flower Show garden, Ideal Home Show Sizzling Kitchen
• Newsworthy stunts: Beefy and Lamby at the Ashes, Roast Rage hotline over Christmas period
Result : 4% increase in sales of English beef and 5% increase in sales of English lamb (source: Meat and Livestock Commission), 61% consumers stating that they would look out for Quality Standard Mark, 77% consumers stating that Quality Standard Mark is a label they can trust (Millward Brown). A campaign delivering a media value of £3 million with a total reach of 209 million.
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