In September 2024, RMIS’s consumer education function, Beef and Lamb SA, embraced Heritage Month by launching an engaging social media campaign that celebrated South Africa’s diverse culinary traditions. Recognising the importance of red meat in South African heritage, Beef and Lamb SA organised a unique campaign that used social media influencers to showcase different beef cuts and inspire creative recipes.
The Tag-Train Concept
At the centre of the campaign was an innovative initiative called the Tag-Train. The idea behind this was to encourage a chain of influencers to build on each other’s beef-based dishes. It began with one influencer preparing a recipe using a specific beef cut, then challenging another influencer to create their own dish, resulting in a continuous wave of creativity. This campaign aimed not only to celebrate the versatility of beef but also to highlight its deep connection to South African heritage.
Instagram was the primary platform for the campaign, offering a space for food enthusiasts to follow along and engage with the influencers’ content. As each influencer shared their dishes, the ripple effect of engagement and collaboration grew, with followers eagerly waiting to see the next dish in the Tag-Train.
Influencers Bringing Beef to the Forefront
Four prominent food creators led the campaign, each bringing their distinct flair and culinary style to the table:
1. Jamie Thurston, an award-winning food entrepreneur, kicked off the campaign with a show-stopping beef Picanha, cooked against the stunning backdrop of Leeuwkop. His passion for local ingredients and bold flavours set a high standard for the Tag-Train.
2. Sassy Bakes, a Halaal-certified caterer from Cape Town, followed with a beautifully crafted beef fillet. Known for her visually appealing dishes, she impressed her audience, generating over 11,000 views and 100 saves for her recipe.
3. Shannon (The Mini Mommy Chef) brought a practical, family-friendly twist with her beef and tomato bredie. Shannon’s focus on quick and flavourful meals resonated well with her audience of busy mothers.
4. Zandi (Hush in My Kitchen) wrapped up the campaign with an innovative ribeye dish, served with Chakalaka puree and parmesan pap. Her love for South African flavours shone through in this fusion dish, leaving her followers inspired.
Positive Consumer Engagement
While the Tag-Train was entertaining, it had a strong educational element at its core. Beef and Lamb SA aimed to demonstrate that red meat is accessible to all, regardless of cooking skill or budget. Influencers, each representing different communities, showcased the versatility of beef in various cultural and everyday contexts, bringing the message home in an authentic and relatable way.
The response was overwhelmingly positive, with consumers not only enjoying the content but also actively participating by sharing their own recipes and cooking experiences. Many commented on how the campaign inspired them to experiment with different cuts of beef, highlighting the effectiveness of the initiative in driving consumer engagement.
With the success of this year’s Heritage Month campaign, Beef and Lamb SA plans to make the Tag-Train an annual tradition. This year’s Tag-Train not only celebrated South African culture but also provided a platform to showcase the versatility and cultural importance of locally produced beef. The campaign laid a solid foundation for future efforts to inspire consumers to explore the richness of South African red meat in their kitchens.
