Beef and lamb mini-roasts hit the small screen

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 six weeks and 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 ad 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 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 motivating 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 ads 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.”