The ‘Make It’ campaign launched by AHDB, Quality Meat Scotland (QMS) and HCC – Meat Promotion Wales launched earlier this year has raised £9.8million in incremental retail beef sales.

The success of the campaign resulted in 742 tonnes of beef steak sold over the eight-week period in Spring, with sales in England generating nearly 85% of total sales – a contribution of almost £8.5 million.

Jointly funded by the levy bodies’ ring-fenced scheme, the campaign aimed to support the red meat industry and producers nationwide from the effects of the Covid-19 pandemic.

“We’re really pleased with the results, which gave a much-needed boost to the beef supply chain and helped redress carcase balance.”

The campaign reached 93% of the British population through a range of TV, radio and digital adverts, supported by in-store promotions from a number of major retailers within the UK.

A joint statement from the levy boards said: “At the start of the pandemic, the British red meat industry faced one of the most challenging periods in its history, with demand for premium beef cuts dropping overnight as restaurants were forced to close their doors.

“With farmers and processors facing a drop in the value of the whole beef carcass, QMS, AHDB and HCC collaborated on and launched the nationwide ‘Make It’ campaign to help rebalance the market by encouraging consumers when cooking to ‘make it’ using top quality locally sourced beef to create restaurant-inspired meals at home.

“We’re really pleased with the results, which gave a much-needed boost to the beef supply chain and helped redress carcase balance.”