19 April 2002

Plug pulled on kiwi lamb ads

A MAJOR advertising campaign which promoted New Zealand lamb on British television for the first time is due to finish on Monday (Apr 22).

TV ads running since February have shown New Zealand sheep grazing on hills, with the strap line "It doesnt get any more free range than this." Adverts have also appeared in national newspapers and magazines.

John Mabb, European market development manager for Meat New Zealand, which is the brand name of the New Zealand Meat Board, declined to reveal whether the campaign was a success.

But British farmers could also use images of landscapes to increase meat sales, he suggested.

Meat New Zealand provides generic advertising, promotion and PR on behalf of the New Zealand Meat Board in over 80 countries. It is funded by farmers levies.

Britain is the largest market for Meat New Zealand, ahead of Germany and France. &#42