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New Campaign to Push Easter Beef and Lamb

18 March 2013
EBLEX

A new campaign encouraging people to cook simple, quick dishes with fresh, assured beef and lamb has been launched by EBLEX in the run-up to Easter.

It comes as research shows 60 per cent of meals consumed in the home are eaten in front of the TV – but nearly half are not enjoyable.

Highly Desirable TV Dinners – HDTV Dinners – is highlighting six simple recipes using Red Tractor beef and lamb and encouraging people to switch to them rather than buying ready meals or takeaways.

Jane Ritchie-Smith, EBLEX head of consumer marketing, said: “We know we should try to eat our evening meal at the table chatting to family and friends about our day but the reality is that, after a long day at work, many people just want to sit down and relax in front of the TV. Although there’s nothing wrong with the odd TV dinner, it’s worrying that so many people aren’t enjoying the food they’re eating.

“That’s why we’re launching a new campaign – Highly Desirable TV Dinners – to help transform mealtimes. With a few simple changes, you can turn a lacklustre meal into a fantastic dish for the family, making the food you’re eating as exciting as your favourite TV programme.”

The research commissioned for the campaign shows over a third of families regularly eat their meals together in front of the box without talking at all during meal times and the average person tucks into meals in front of their favourite programmes at least six times a week.

Actress and mum Angela Griffin, an ambassador for the HDTV Dinners campaign, said: “As a working mum, time is always a key factor in the meals I make but I do want to make sure my kids are eating the right things, so it’s great to be showing people how to create delicious, healthy meals that really are easy to make whether you’re at the table or in front of the TV.”

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