2026-843 CMM LEB and Pork Evaluation

Award of contract - AHDB’s marketing campaigns aim to accelerate positive attitudinal change towards British beef, lamb, dairy and pork, and ultimately drive sales. AHDB’s marketing team have done a few consumer media modelling studies over previous years. They use this information to communicate the success of campaigns to our levy payers and show the return in retail sales our campaigns have for our sector products. This information is used to inform future campaign activity and look to optimise, based on recommendations from the results of the analysis. AHDB currently has two marketing campaigns – “Let’s Eat Balanced” which covers lamb, beef and dairy (please note dairy is not going to be covered in this analysis) and “Love Pork” which covers Pork. AHDB require retail analysis for campaign results from top level categories for total beef and lamb, and total pigmeat down to specific cuts or products, such as pork mince or beef mince. Therefore, it is imperative the agency are suppliers of robust retail data.