New wave of lamb promotion set to hit this autumn

24 September 2015

New wave of lamb promotion set to hit this autumnThe new industry-wide ‘Discover Great Tasting & Easy Lamb’ campaign maintains the organisation’s long-term commitment to promoting lamb and is centred on a range of innovative new cuts.

AHDB Beef & Lamb’s latest consumer research findings, published in the ‘Lamb, It’s the Taste – Naturally’ report, highlighted the two star-performing cuts from recent consumer taste trials − Lamb Cannon and 3-Bone Rack – both of which are heavily featured in the new promotional activity.

As well as supporting the introduction of new cuts, the campaign aims to enhance the consumer appeal of lamb through targeted sector-specific promotional activity for the multiple retail, independent retail and foodservice sectors.

The multiple retail sector will benefit from a range of advertising, promotional, marketing and in-store materials. This includes on-pack stickers − which are set to run throughout October and November with a ‘text-to-claim’ incentive for a free informative Discover Lamb booklet – and promotional literature for in-store butchers to display on serve-over counters. Additionally, tailored activity is being negotiated with individual retailers. Strategically placed six-sheet posters will also be rolled-out near the country’s largest supermarkets to maximise the campaign’s impact.

Independent retailers will receive a point of-sale kit full of eye-catching promotional material to display in-store. Literature such as recipe leaflets and posters have been developed to help inspire customers to try new cuts and a range of lamb recipes at home. The kit also contains the ‘It’s all about Lamb’ consumer guide to choosing, storing and preparing Quality Standard Mark (QSM) lamb.

Running in parallel with the trade marketing activity this autumn is a £1.6 million consumer advertising campaign, including national TV and online advertising, to promote QSM lamb and beef. The ‘Midweek Mini Roast’ advertisement returns to screens for a five-week period from week commencing 2 November on ITV, Channel 4, Channel 5 and Sky.

AHDB Beef & Lamb is further stimulating consumer demand for lamb by co-funding the European Union’s €7.7 million ‘Lamb. Tasty Easy Fun’ promotional campaign with Interbev in France and Bord Bia in Ireland. The three-year campaign is being delivered through press and digital advertising as well as social media channels and will promote lamb as a versatile protein that can provide a variety of meal solutions.

At the heart of AHDB Beef & Lamb’s trade marketing activity is the QSM Scheme, which plays an important role in helping to differentiate quality product that guarantees assurance, provenance, and unlike some other assurance schemes, enhanced eating quality.

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