The recent Livestock and Meat Commission (LMC) ad campaign, titled “Good Honest Food: The Truth About Beef” has proven to be a real winner with local consumers.
And the analyzes now available confirm this very encouraging trend.
The campaign told the true story of Northern Ireland Farm Quality Assured (NIFQA) beef, from the perspective of celebrity local chef James Devine.
He spoke with Dr Ruth Price, of the School of Biomedical Sciences at the University of Ulster; the scientific researcher of the Institute of Agri-Food and Biosciences (AFBI), Dr. Steven Morrison; NIFQA beef farmer Stuart Hamilton; and his fellow chef Pearson Morris.
LMC Marketing and Communications Manager Lauren Patterson commented:
“The campaign broadcast on TV, radio, external sites and various digital platforms and the first results, analyzing the impact of the campaign, are extremely positive.
“They confirm 62% awareness of the campaign among consumers in Northern Ireland, which is well above the UK average. “
Beef and lamb NIFQA
According to research, those who are aware of the messages in the campaign are much more likely to purchase NIFQA beef and lamb.
Patterson went on to confirm that people aged 16 to 24 and 50 to 64 were the most likely to be aware of “the truth about the beef” messages.
She said: “This is a really positive outcome for the campaign, as these two demographic groups have the highest percentage of ‘flickering red meat’ for environmental and health reasons.
“These are demographics highlighted in previous research that we were hoping to reach as part of the activity, so it is extremely encouraging that the campaign message is being recognized among these people.
“In addition, those who have been exposed to the campaign are more likely to agree that NIFQA beef is a natural, high-quality, environmentally friendly source of nutrition in nature,” she added.
Patterson continued, “The goal of the campaign was to raise awareness of our world-class NIFQA beef and lamb, and highlight the vital role it plays in food and our environment, and it has already had a big impact in the first burst. ”
The Good Honest Food campaign will be launched again this fall, armed with a host of new lamb strengths to complement the existing beef content.