We began working with the Beef & Lamb online marketing division of AHDB (Agricultural Horticultural Development Board) in 2011. A competitive pitch was called and we were announced winners after a very rigorous process. We have worked together ever since.
The role of AHDB Beef and Lamb is to promote British Red meats to consumers and therefore support the British meat farming industry by creating demand for their products. The division has had may successes over the years particularly with their offline marketing. The characters of Beefy and Lamby became National icons when Ian Botham and Alan Lamb gave voices to their caricatures in support of Quality beef and lamb.
Be Different designed and built two iterations of the Simply Beef Lamb website. Each time we have focused on extending the functionality of the site in line with new trends as we strive to make it more user friendly to the audience. During our time managing the site, user traffic has increased many fold.
The site is built on a rock solid Content Management System. This enables AHDB Marketing teams to make, change and add content. As a result, this content supports campaigns and recipes to delight and inspire consumers to cook more.
Most of all, recipes are the most popular part of the site. Consequently there are gorgeous dishes to create for every occasion and for every skill level. One important aim of the site is to develop skills cooking with red meat and so cuts and cooking techniques make up a large part of site content. While Consumers start off with mince and stir fry recipes, they gradually build their skills up to roasted showstoppers that are perfect for Sunday lunch.
Beef & Lamb Online marketing
In addition to building and maintaining the site, we also promote Simply Beef & Lamb through Pay Per Click online marketing and SEO services. First of all we employ our own marketing platform For PPC and SEO. This is especially relevant as it uses aggressive bidding tactics to achieve the best Cost Per Click possible. Consequently we achieve higher visitor numbers for less budget. We also ensure high engagement amongst the audience through high dwell times and high pages per visit. This means that traffic from our campaigns enjoys the highest value of all traffic on the site, and delivers greater effectiveness than any other media.
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