Beef and lamb mini-roasts hit the small screen

05 November 2015

AHDB Beef & Lamb’s successful ‘Midweek Mini Roast’ television advertising campaign is back to promote Quality Standard Mark (QSM) and Red Tractor beef and lamb mini roasts.

The popular ‘Jetpack Journey Home’ 30-second advert, which first aired last year, establishes the mini roast story with consumers. It will run for the next five weeks and will be supported by extensive social media, digital and press advertising. This activity is part of a long-term strategic plan for beef and lamb promotion. It also includes the LambSoc campaign, specifically targeting the 18 to 25-year-old audience and the EU Lamb Campaign which positions lamb as a versatile, easy-to-cook meal option.

The first TV advert went out on Monday 2 November and will appear nationally across a range of channels – from ITV to MTV – to encourage a variety of consumers to buy a mini roast at some point in their week. The advert will be shown throughout the week and is scheduled to feature between high rating programmes like Coronation Street, X Factor, Gogglebox and I’m a Celebrity…Get Me Out of Here.

The adverts features a man at the end of his working day who delivers an inspiring and motivational speech to his co-workers about his intention to take charge of supper, before donning a rocket-powered jetpack, lifting off and crashing through the ceiling of his office. As he powers through the sky he slowly pirouettes to reveal the jetpack is in fact an oven, and that he is cooking a delicious mini roast joint inside – the perfect midweek meal.

Jane Ritchie-Smith, AHDB Beef & Lamb’s head of consumer marketing, said: "Today’s consumers have time squeezed busy lives, but our target audience also have the desire to cook themselves a tasty and nutritious meal when they get home from work. Beef and lamb roasts are a positive emotional pleasure that consumers enjoy and with the midweek mini-roast people can have that experience with very little hands-on time in the kitchen.

"With this year’s campaign we are placing our adverts in front of consumers at those key times of the week when they are considering what to eat for their midweek evening meal. Our adverts will appear as a gentle nudge prior to when people do their midweek shop, or at the weekend for those organised individuals who like to plan their meals for the week ahead.”

Latest News

Top chefs share tips to increase whole carcase use
08 January 2018

Six top British chefs have revealed how they use the whole beef and lamb carcase in dishes, to provide increased depth of flavour......more »

Raising the steaks
08 November 2017

AHDB Beef & Lamb has produced a new guide, Grilling & Barbecue Cuts, which features a range of beef steak cuts that are perfect for a wide variety of foodservice...more »

Muscles matter to get maximum carcase value
20 June 2017

To help businesses maximise value and quality from the beef carcase, AHDB has drawn on years of master butchery experience to create a new Beef Muscle Guide....more »

Butchers Club Guide Provides Spring Inspiration
24 April 2017

The latest edition of Butchers Club puts the spotlight on Beef Week and Spring Lamb. ...more »

Meat Education Programme receives industry accolade
08 February 2017

The benefits to the red meat supply chain of the AHDB Beef & Lamb Meat Education Programme have been recognised at a prestigious industry award ceremony....more »

News archive >>