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AHDB, Quality Meat Scotland and Hybu Cig Cymru have joined together to launch a £1.2m campaign for 12 weeks across TV, online and radio to promote beef consumption.
The campaign aims to inspire consumers to create restaurant-style meals in the comfort of their own home using a variety of hindquarter cuts.
The adverts aim to reach 85 per cent of UK households, with levy bodies hoping for a three-to-one return on investment.
Buying patterns have changed significantly due to COVID-19. As a result, the public have been buying much higher volumes of mince than usual, which in turn is causing carcase balance issues for processors. The promotional campaign plans to address the issue by driving an uptake in steak and roasting joint sales in the run up to barbecue season.
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