14 CRAFTBUTCHER l SEPTEMBER 2019


AUTUMN LAMB


AHDB’S £1.4M PROMOTION TO GET LAMB BACK ON PLATES


AHDB is ramping up activity as the latest phase of its £1.4 million marketing campaign gets underway.


With backing from the NFU, the targeted advertising activity has two bursts. The first started in summer and has resulted in millions of people seeing the campaign message: Lamb. Hits you in the chops. The second phase launches in September to coincide with the peak supply of British lamb, to help further support the sheep meat sector.


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


As part of the campaign, AHDB has worked with the Quality Standard Mark (QSM) scheme to create materials to support butchers in promoting sales of lamb products.


Butchers who are enrolled in the QSM scheme will be sent butchers’ kits to support the campaign. The kits include branded posters and recipe cards to inspire customers and increase their purchases of lamb when shopping.


AHDB is also working with retailers, foodservice outlets and industry stakeholders to ensure a co-ordinated approach to support promotion of lamb and sheep meat in the coming months.


Will Jackson, AHDB Beef & Lamb Sector Strategy Director, said: “AHDB has been working for some months to see how best we can increase sheep meat sales in the face of uncertainty. Though outcomes


are still unclear, we’re focusing our marketing efforts on lamb to ensure it’s at the forefront of consumers’ minds – coinciding with autumn availability for shoppers.


He added: “Day-to-day work will continue in other respects to support both beef and lamb with meat, health and environment being key parts of our ongoing strategy.”


Christine Watts, AHDB Chief Officer for Communications and Market Development, said: “The latest phase of this exciting new 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 planned


in 2019.”


The campaign uses a variety of different channels, such as large format outdoor posters, press adverts and social media to hit different target audiences. Plus, AHDB is also running an additional trade campaign, which includes physical and digital materials such as social media guides and promotional displays such as meat cuts and cooking posters to help provide butchers with further support and guidance in marketing produce at key times in the production year.


Richard Findlay, NFU Livestock Board Chairman, 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 means consumers can enjoy British lamb in the height of our season and it’s a great opportunity to drive sales.”


The work forms part of a much wider, rolling programme of promotion of red meat, covering consumer, trade, work with retailers, health, nutrition and the environment. In 2018/19, AHDB Beef & Lamb invested £9.762m of its income on promotion and PR support for beef and lamb at home and abroad, roughly 61% of its income.


For more information on the QSM scheme, visit: qsmbeefandlamb.co.uk n


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