Social campaign showcases quality and versatility of NIFQA beef

A RECENT social media campaign run by the Livestock and Meat Commission (LMC) provided the public with 9.9 million opportunities to view key messages on Northern Ireland Farm Quality Assured (NIFQA) beef.

The campaign ran with influencer-led video content and featured chef James Devine and four well-known local influencers. The partnership approach combined culinary expertise with relatable social media voices. It saw chef James highlight the quality and traceability of NIFQA beef, all while cooking up various dishes, bringing relatable recipe inspiration directly to consumers.

Commenting on the success of the campaign, Lauren Patterson, Head of Marketing and Communications at LMC said, “This campaign was developed with the aim of maximising visibility of NIFQA beef. To do so it also shared the positive attributes of this versatile red meat and encouraged consumers to add it to their menus. The four week burst of activity ran across Facebook, Instagram and TikTok, focussing on audiences with an interest in hosting, family meals, cost-conscious cooking and healthy eating.”

To effectively reach these demographics, LMC collaborated with four influencers, namely, Kathryn McKinstry Fitness, Lorraine Killen, Dish You Were Here and Digg Mama. Four recipes were created with each tailored to resonate with key audience segments.

Lauren continued, “The recipes showcased the versatility of beef, demonstrating how it can be used to create quick, simple yet nutritious meals for everyday cooking. The campaign results also highlight the strong impact of video-led content, with almost 7,000 consumers clicking through to access the recipes. Combined with the authentic partnership between chef James and the influencers, the content resonated strongly with audiences, helping to heighten awareness and build confidence in the provenance and production credentials of NIFQA beef.”

As part of LMC’s wider consumer engagement strategy, this campaign complements the ongoing Good Honest Food campaign across TV, radio, outdoor and digital platforms. LMC is committed to driving demand for NIFQA beef and lamb and strengthening its position in the domestic market, as the only organisation actively marketing and promoting the assurance scheme to consumers. This includes encouraging consumers to look for the NIFQA logo, support local farmers, and respond to key consumer priorities while helping to maintain positive perceptions of beef and lamb. LMC is dedicated to ensuring levy investment delivers measurable impact, building on the 83% consumer recognition of the NIFQA logo and driving continued support for the local beef and sheep meat industry.

A host of beef and lamb recipes, perfect for all occasions can be found on LMC’s consumer website www.beefandlambni.com