Great British Beef Week 2024 ready to launch on St George’s Day
22nd April 2024
This week marks two big celebrations for British farmers. The iconic Great British Beef Week (GBBW) returns for the 14th year tomorrow, coinciding with England’s patron day.
The week-long nationwide campaign that celebrates the versatility and exceptional taste of British beef launches on St George’s Day – 23rd April.
The Great British Beef Week, founded by Ladies in Beef (LiB), celebrates the versatility of British beef while highlighting the commitment of the sector’s sustainable practices.
Rediscover beef
AHDB revealed that this year’s aim for the campaign is to inspire families to savour the taste and experiment with naturally delicious British beef, whether enjoying it as part of a Sunday roast with all the trimmings or creating a reimagined British beef dish incorporating flavours from around the world.
As part of the campaign, AHDB is collaborating with several well-known food influencers, who will use their culinary expertise to create dishes using British beef in imaginative ways.
AHDB’s head of marketing, Carrie McDermid said: “We are delighted to be working with key foodie influencers who will use their cooking expertise to inspire the nation to cook with naturally delicious, British beef during GBBW.
“We want people to mix up their roast beef dinners and celebrate delicious, locally reared British beef.”
Last edition surpassed expectations
The Great British Beef Week 2023 turned out to be a great success. The celebration garnered extensive media coverage, including on prominent platforms such as BBC News and ITV News, reaching an estimated 18 million people.
The campaign achieved 98% positive media sentiment by encouraging people to reimagine the traditional beef roast and put their own twist on the British classic.
A highlight of the campaign was the ‘Roast Beef Reimagined’ initiative collaboration with National Farmers Union former president and Ladies in Beef co-founder, Minette Batters.
Ms McDermid added that the GBBW campaign “surpassed expectations” when it comes to consumer engagement.
“The remarkable reach and media coverage, coupled with the support from esteemed organisations such as Ladies in Beef, Red Tractor, NFU, The Royal Agricultural Benevolent Institution (RABI), and Hybu Cig Cymru, demonstrate the effectiveness of collaborating with industry stakeholders.”
Look out for more Great British Beef Week coverage on the Farmers Guide website.
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