The three meat levy boards in the UK will launch a campaign in July to promote British lamb as the country begins to emerge from the coronavirus lockdown.
Consumers are being encouraged to “make it” with lamb, following a similar promotional drive on beef after demand for steaks and roasting cuts plummeted when the foodservice market shut due to the pandemic.
As restaurants and pubs begin their tentative return to a new normal, chef and TV presenter John Torode will support the campaign, which will feature adverts for lamb recipes to encourage consumers to cook more with the meat.
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 barbecues.
“It is 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 first phase of the country-wide campaign will include 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.
Further promotion is planned for later in the year.
The campaign is funded from the £3.5m pot of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – Quality Meat Scotland, AHDB and HCC – Meat Promotion Wales.
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.