Without significant support and change, British beef could become a thing of the past. For Great British Beef Week, we helped AHDB make that warning heard as record wet weather, blocked exports and inconsistent sustainability policy piled pressure on farmers, while celebrating the farmers behind the nation's Sunday roast. We put British beef farmers on air, including a Devon beef producer who co-founded Great British Beef Week, across a radio day of interviews, plus TV, talking about how they work in harmony with nature to tackle climate change. The campaign secured 9 items of radio and TV coverage reaching 1.8 million, including BBC Spotlight, ITV Border, BBC Radio Devon and BBC Radio Suffolk.
9Items of coverage
1.8 millionCombined reach
1h 06mTime on air
Coverage highlights
BBC SpotlightTV
ITV BorderTV
BBC Radio DevonBBC radio
BBC Radio SuffolkBBC radio
BBC Radio WiltshireBBC radio
BBC Radio BristolBBC radio
BBC Radio GloucestershireBBC radio
Listen
BBC Spotlight · 2m 25s
BBC Radio Devon · 13m 00s
0:00 / 13m 00s
BBC Radio Suffolk · 12m 00s
0:00 / 12m 00s
BBC Radio Wiltshire · 5m 38s
0:00 / 5m 38s
The story
AHDB, Great British Beef Week
The aim
AHDB wanted to celebrate British beef and the farmers who produce it, and highlight their sustainability work and the challenges they face.
The message
British beef is versatile and exceptionally tasty, and British farmers are working in harmony with nature to tackle climate change, but they need support to overcome the challenges they face.
The angle
This Great British Beef Week, AHDB warned that without significant support and change British beef could become a thing of the past, as record wet weather, blocked exports and inconsistent sustainability policy pile pressure on farmers. The week also celebrated the farmers behind the nation's Sunday roast.
On air
British beef farmers, including a Devon beef producer who co-founded Great British Beef Week
The result
9 items of coverage reaching 1.8 million, including BBC Spotlight, ITV Border, BBC Radio Devon, BBC Radio Suffolk.
About Great British Beef Week
Great British Beef Week was founded by Ladies in Beef, a group of women beef farmers, and is now run with the UK's red meat levy boards, including AHDB. It celebrates British beef and the farmers who produce it through retail promotions, recipes and media coverage. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Great British Beef Week for 2027?
Great British Beef Week usually starts on St George's Day, 23 April, and runs to the end of the month; the 2027 dates are not yet confirmed. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
