CELEBRITY couple Spencer Williams and Vogue Matthews are working alongside Mummy bloggers from across the UK to increase consumer awareness of the versatility of beef and lamb.
Funded by AHDB Beef and Lamb, the latest initiative builds on the success of the recent Cheeky Beef campaign and is led by a collaboration with the celebrity newly-weds.
To highlight the versatility and nutritional benefits of beef and lamb, Spencer created three recipes at home and posted them on his Instagram profile, alongside a step-by-step guide and story posts to reach his 730,000 followers.
Running throughout early April, the campaign will drive followers to consumer focused recipe website Simply Beef and Lamb. Spencer will also be promoting the campaign in national media.
AHDB Beef & Lamb Senior Marketing Manager Gareth Renowden said: “Partnering with Spencer and Vogue has allowed us to reach a wider audience, tapping into young parents and families who are looking to explore and expand their mid-week meal recipe repertoire.
“So far, the campaign has not only received a positive response on Spencer’s posts, but we’ve also seen a huge lift in engagement and follower numbers to the Simply Beef and Lamb Instagram account.”
Spencer added: “Vogue and I are big meat eaters and believe that the nutritional benefits are so important for a healthy diet and lifestyle, something which is really important to us.
“This campaign has been a lot of fun, exploring new beef and lamb recipes which we wouldn’t usually consider cooking as part of our mid-week meals. I’m really proud to be involved in the campaign and part of the initiative to encourage more people to enjoy beef and lamb.”
To reach an even wider audience, the campaign also enlisted the support of Britmums. More than 60 mums will create beef and lamb recipes over the coming weeks and while Great British Beef Week is underway.
n Use #MeatMatters to find posts on social media and to join in by sharing your beef and lamb-based recipes.