Increasing numbers of shoppers are recognising the EBLEX Quality
Standard Mark (QSM) and are prepared to pay more for beef and lamb
carrying the logo. This is according to the latest independent survey
conducted by Forum Qualitative and published by the English Beef
and Lamb Executive (EBLEX).
Beefy and Lamby TV advertising campaignLess than two years on from the consumer launch of the Quality Standard
Mark, the 2006 QSM Brand Survey showed that 58% of shoppers interviewed
claimed to recognise the QSM from a basket of food and non-food logos. This
is an increase of 8% on last year.
The same independent survey showed that 68% of respondents associated
the QSM logo with either 'good quality' or 'quality assurance standards',
and that 54% said they would be willing to pay more for QSM beef
In addition, 88% of shoppers questioned were aware of the Beefy
and Lamby TV advertising campaign.
These findings follow a separate EBLEX audit of its non-advertising
promotional spend on QSM activity in 2005/06. This found a
1:36 return on investment - that every £1 spent produced a
media value of £36.
Promotional spend on Tuck-In, which is recipe-based promotional
material for independent retailers and butchers, showed a 1:26 return
on EBLEX investment. Both figures compare to an industry average
of around 1:10.
"This is encouraging news for English levy payers," said
EBLEX Chief Executive Richard Ali. "It shows the EBLEX objective
of differentiating QSM beef and lamb from commodity product is starting
to take hold, and that consumer understanding of the QSM is growing,
along with a willingness from consumers to pay more for product carrying
The latest phase of the QSM campaign featured a new series of Beefy
and Lamby press ads focusing on the provenance, traceability and
quality specification of QSM beef and lamb.
These were run alongside a September TV screening of the Beefy and
Lamby commercials, and a new on-line QSM ad campaign on selected
The survey results are available online at www.eblex.org.uk.
EBLEX is an industry-funded statutory organisation that acts to
help the English beef and lamb industry boost its competitiveness
and promote its products.
It aims are:
- To encourage
better returns for the English beef and lamb industry
- To stimulate
a profitable demand for quality beef and lamb
- To champion
the development of a sustainable industry through improved profitability.
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