The first phase of a GB-wide campaign encouraging consumers to ‘Make it’ with lamb is set to launch this month.
Delivered by Quality Meat Scotland (QMS), Agriculture and Horticulture Development Board (AHDB) and Hybu Cig Cymru – Meat Promotion Wales (HCC), it includes video on demand, radio sponsorship and digital and social advertising as well as local news partnerships and is set to reach 75% of all adults (aged 15-64) in Britain.
The new campaign follows the extremely popular ‘Make it Beef’ campaign which focused on promoting steak and roasting cuts after demand plummeted in the wake of COVID-19 due to the loss of foodservice, such as pubs and restaurants. Retail demand for premium beef cuts has increased in recent weeks and farmgate prices have stabilised.
Further phases of promotion are planned for later in the year, responding to evolving market and retail conditions as the UK emerges from lockdown and begins to reopen venues for eating out.
Recipes featured in the first phase of advertising include quick and easy one-tray Lamb Chops with Feta, Lamb Wraps, Lamb & Tzatziki Pittas and BBQ-friendly Lamb Satay Skewers.
Throwing his support behind the campaign is TV presenter and chef John Torode, who will help share lamb’s unique flavour, high quality and versatility with consumers.
A joint statement from the levy boards said: “The ‘Make It Lamb’ campaign aims to drive lamb sales across the country by providing consumers with a range of new simple, delicious lamb recipes as well as tips and ideas, perfect for family meals or summer BBQs.
“It’s difficult to predict how demand will evolve in the second half of the year as we reach the peak production period for lamb in the UK. We will respond as needed through engaging campaigns targeted at the most appropriate segments of the market.”
The campaign is being funded from the £3.5 million fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – QMS, AHDB and HCC.
The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England for animals which have been reared in Scotland or Wales.