Celebrate St George's Day with Beef!

To encourage people to celebrate St George's Day with a traditional feast of English Beef, EBLEX Ltd (a division of the Agriculture and Horticulture Development Board (AHDB)) launched an on-pack promotion to 'Win the chance to live like a knight for a weekend'.

Tasked by Geoff Howe Marketing Communications, Aztec sourced the headline prize which consisted of a weekend in an English castle for 10 people. The lucky prize winners got the opportunity to participate in medieval activities including falconry, juggling, dressing of a knight and archery. The day culminated in a traditional medieval beef banquet.

In addition to the prize and to support the promotional theme, Aztec negotiated '2 for 1' entrance to over 100 English Heritage properties, available to all English Beef customers for 3 months. Details of the offer could be accessed via a dedicated website where the consumer could download their English Heritage voucher and also find the perfect beef recipe and facts on St George's Day.

The promotion launched in early April for 3 weeks in the build up to St George's Day and featured on 1.2 million packs in supermarket multiples and independent top quality butchers. In addition, it was also supported by 250,000 leaflets which were distributed throughout 4,000 top independent butchers.