A new TV advertising campaign to promote Quality Standard and Red Tractor beef and lamb mini roasts to reinvigorate the traditional roast category will hit the small screens this autumn.
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.”
