EBLEX’s 30-second advertisement called ‘Jetpack Journey Home’ will air nationally on ITV from the week commencing 22 September 2014 until the end of October, promoting beef and lamb mini roasts as a quick, easy and versatile midweek meal option.

The six-week campaign is scheduled to run in 30 and 10-second versions on prime-time TV on Tuesdays and Wednesdays. The advertisement will also feature the ‘#miniroast. Why wait ‘til Sunday?’ message. It will be supported throughout the autumn by extensive social media, digital advertising and in-store promotional activity.

The adverts feature a man at the end of his working day volunteering to take charge of supper. He delivers a rousing speech to his stunned co-workers 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 evening meal.

Jane Ritchie-Smith, head of consumer marketing for EBLEX, said: “Consumers have been crying out for some much needed innovation. Last year, we introduced The Carvery – a range of beef and lamb mini roasts developed to appeal to smaller households and those looking for a simple yet rewarding midweek meal solution.

“Our new TV campaign has been developed to inspire consumers to consider a beef or lamb mini roast when planning their midweek meals.”

The television advertisement will promote lamb and beef mini roasts, such as the Leg Noisette Joint (EBLEX Code: Leg L014) and Lamb Rib Eye Joint (EBLEX Code: Forequarter L031) as the ideal midweek meal solution and encourage shoppers to look for either the Red Tractor or the Quality Standard Mark (QSM) logos while out shopping.

With an abundance of good quality lamb currently available, thanks to favourable weather conditions throughout the lambing season, EBLEX is also helping retailers and caterers make the most of the opportunity with a ‘Festival of Lamb’ this autumn.

Consumer demand for quality assured lamb is set to be at an all-time high as a result.

On-pack labels with serving suggestions have been developed for multiple retailers to use to promote quality assured lamb to customers.

Independent retailers who are members of the QSM Scheme and have registered to receive marketing support from EBLEX will receive a point-of-sale (POS) kit during week commencing 8 September, to help them promote QSM lamb in-store.

Foodservice operators can benefit from the ‘Lamb Specials’ brochure which features a whole host of recipe ideas with cutting specifications, providing inspiration for a range of lamb based dishes to add to menus.

EBLEX has also launched ‘LambSoc’, a campaign to encourage 18-24 year old consumers to consider lamb as part of their cooking repertoire. LambSoc aims to create an online community, harnessing Simply Beef & Lamb’s Facebook and YouTube channels, promoting lamb as an adventurous meat.

Mike Whittemore, head of trade marketing for EBLEX, said: “The ‘Festival of Lamb’ is a cross-sector marketing campaign developed to boost consumer demand for lamb, at a time when it is widely available and exceptionally good quality.

“Sourcing Quality Standard Mark lamb provides retailers and caterers with a guarantee of food safety, animal welfare and care for the environment. It also addresses consumer concerns about eating quality, as factors such as succulence, tenderness and product consistency are all encompassed by the QSM Scheme.”