“New cutting ideas for suppliers is the key to additional profit throughout the entire supply chain”

• Home
• News
• Quality Standard Mark
  • Quality Standard beef
  • Quality Standard lamb
  • Quality Standard veal
  • The Red Tractor scheme
• Cutting specifications
• Diary dates
• Promotional Material
• Recipes
• Resources
• Contacts
• Links

login: password: 
Remember password?

 [Close] 

TV DEAL RAISES BEEF AND LAMB PROFILE

Red Tractor beef and lamb is to sponsor a new series of TV competition Britain's Best Dish.

EBLEX has brokered the deal with ITV which will see short adverts book-end the popular show and commercial breaks within it.

The clips - or idents - will reveal simple, innovative recipes using beef and lamb coming to fruition as each segment of each episode of the show progresses. Each one will be shot close up to showcase the appeal of each dish.

With viewing figures regularly topping two million, it is hoped the campaign, which hits screens on August 2, will stimulate demand for beef and lamb products in supermarkets and butchers shops across the country.
The activity supports the Red Tractor - A Good Food Story campaign, supported by EBLEX, which is being launched to promote Red Tractor produce.

Jane Ritchie-Smith, Consumer Marketing Manager for EBLEX, said: "The show is a perfect vehicle for EBLEX to promote farm assured beef and lamb due to its tea-time slot near to the main meal of the day and the audience who are viewing at that time.

"The idents will promote Red Tractor beef and lamb as the perfect ingredient for quick and tasty midweek meals and encourage viewers 'to bring the pleasure of the weekend into their week' by cooking with beef and lamb.

"Ultimately, we are aiming to achieve greater demand for Red Tractor beef and lamb as an essential and versatile ingredient for family meals all week, not just Sunday dinner."

Britain's Best Dish sees amateur chefs cook their signature dishes for a panel of expert judges, including Jilly Goolden, Ed Baines and John Burton Race. The overall winner receives the accolade of Britain's Best Dish and takes home a £10,000 cash prize.


« back to more news stories

[site map]