Monday, August 19, 2019

£1.4m promotion to get lamb back on plates

June 4, 2019 by  
Filed under Livestock

A £1.4 million marketing campaign is to be launched as the industry seeks to get lamb back on British plates.

The promotional push will see two bursts of targeted activity – the first this summer and the second in September to coincide with peak supply of British lamb. It is being funded by the Agriculture and Horticulture Development Board – and is backed by the NFU.

AHDB Beef & Lamb Sector strategy director Will Jackson said: “We’re focusing our marketing efforts on sheep for the forthcoming seasons to ensure lamb is at the forefront of consumers’ minds – coinciding with the availability of autumn lamb for shoppers.”

By focusing on lamb’s unique flavour and its versatility, the goal is to help stem a steady decline in lamb sales and boost consumer attitudes towards the meat across a number of different target audiences.

Sheep support

The AHDB has been working for some months to see how best it can support the sheep sector. It will liaise with retailers, foodservice outlets and industry stakeholders to ensure a coordinated approach to the promotion, said Mr Jackson.

“Day-to-day work will continue in other respects to support both beef and lamb with meat, health and environment being key parts of the ongoing strategy. Research and development, knowledge transfer, export and communications work will continue as normal for beef.

“We have discussed this lamb focus with the NFU and it is fully supportive of the board’s move.”

The campaign aims to reignite consumers’ love of lamb and make it relevant for their lifestyles by highlighting its superior taste and versatility. It is part of a multi-million pound series of marketing promotions targeting the domestic market in 2019.

Driving sales

Creative teams will use a variety of different channels, such as large format outdoor posters, press adverts and social media channels to hit different target audiences. Previous campaigns have shown that promotional work is effective.

The AHDB will be running an additional campaign for levy-payers. Farmers will be encouraged to use social media guides and promotional displays to market their produce at key times in the production year.

NFU livestock board chairman Richard Findlay said: “We’re fully supportive of the move of marketing to concentrate on lamb, helping to retain and grow our domestic market during a period of uncertainty.”

Timing the campaign in September meant consumers could enjoy British lamb in the height of our season, said Mr Findlay. He added: “It’s a great opportunity to drive sales.”

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