Eblex in St George promotion

Apr 18 2008 by Sam Wood, The Journal

THE ENGLISH Beef and Lamb Executive (EBLEX) is launching a special promotion in the run-up to St George’s Day in a bid to increase sales.

Butchers are offering their customers a chance to “Be a Knight for The Day” in a competition celebrating the national festival on April 23.

The lucky winners will spend a weekend at a medieval castle with up to nine friends and enjoy an action-packed programme including falconry, archery, juggling and banqueting.

Customers will also have the chance to apply for free vouchers entitling them to two tickets for the price of one at more than 400 English Heritage properties, when they visit these sites.

EBLEX is encouraging publicans to mark the day by introducing medieval themed activities such as dressing up in period costume, electing a “Knight for the Knight” and arranging themed pub quizzes or games. Special St George’s advertising will appear in selected national and regional newspapers and celebrity chef, Brian Turner, will spend the day talking beef on national and local radio.

And “Beefsteak Butlers” offering beef in mini Yorkshire puddings and a glass of beer will greet international visitors arriving by Eurostar at St Pancras Station in London on the morning of the big day.