Consumers urged to buy Northern Itreland’s worldclass sustainable beef

The Livestock and Meat Commission (LMC) has launched a new promotional campaign to highlight to consumers the positive story and credentials of Northern Ireland’s world class sustainable beef. 

There is specific focus on the nutritional and environmental credentials of Northern Ireland Farm Quality Assured beef communicated via a suite of exciting, innovative and engaging advertising materials.

LMC’s Industry Development Manager, Colin Smith says: As the Northern Ireland beef and lamb industry’s promotional body LMC is constantly looking at trends in the marketplace at home and abroad so that we can understand what is driving consumer behaviour and the choices they make when they are shopping for meal solutions. There is no doubt in our minds that Northern Ireland Farm Quality Assured Beef is truly world class, and this campaign works hard to promote the very positive story we have to tell.”

To inform the campaign LMC commissioned consumer research which found that whilst 90% of adults in Northern Ireland still eat red meat, 26 percent of consumers planned to eat less red meat in the future. These individuals were identified as ‘lapsers’ and the research delved into their psyche to inform every aspect of the ‘Truth about Beef’ campaign.

The campaign uses the sensory experience that comes with cooking and eating high quality beef as a tool to engage consumers in the positive story that the beef industry has to tell in addressing global challenges such as climate change and meeting the nutritional needs of a growing population.

Running for an initial boost of eight weeks during October and November and then again from January to March 2021, the campaign aims to lead the conversation about the positive contribution beef production can make to global challenges, supported by peer reviewed, scientific research and communicated by experts. The campaign will appear on social media, television, digital, radio and outdoor media with a suite of informative materials and recipes on the website which is owned and managed by LMC.

Colin Smith adds, “The industry has worked very hard to keep the nation fed in recent times during this global pandemic and with more regular cooking at home featuring in almost every household it is timely to remind consumers about the quality and versatility of our world class beef. We are delighted to launch this campaign to support our beef industry and would encourage everyone who can take part to support the campaign and share the assets across their social media and further. 

“Our message is straight forward- we produce world class beef in Northern Ireland, it is produced responsibly and in harmony with the environment and, with that knowledge, it is there for consumers to simply enjoy.”

LMC Advertising Campaign – The Truth About Beef