UK levy bodies launch ‘Make it Lamb’ campaign
© Tim Scrivener Farming groups have joined forces on a marketing campaign to help drive sales of lamb during September when production is at its annual peak.
The UK’s four regional red meat levy boards – AHDB, Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC) – Meat Promotion Wales, and Northern Ireland’s Livestock and Meat Commission (LMC) – are behind the “Make it Lamb” campaign.
Newspaper advertisements, promotional stickers on retail products, recipes, social media content, and radio commercials will all be utilised to encourage sales as part of the initiative.
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The levy-funded promotional campaign will cover both the nutritional benefits of lambs and the environmental credentials of the sector and will coincide with Love Lamb Week, which was first launched by the National Sheep Association in 2015.
Farm businesses can get involved in the campaign with free marketing resources such as on-farm banners available.
QMS marketing director Emma Heath said: “We are delighted to be collaborating with the other levy boards in England, Wales and Northern Ireland to launch this new consumer-facing campaign which celebrates everything amazing about lamb.”
She added: “We are all looking forward to this celebration of lamb across the UK at the beginning of September, and seeing the results of this collaborative, distinctive and positive ‘Make it Lamb’ campaign.”
Rob Duncan, QMS assistant brand manager, said the main aim was to promote the different ways that lamb can be consumed.
“Lamb is such a versatile and high-quality product with so many different cuts to discover – it absolutely deserves the recognition that we aim to provide with this campaign.
“The dedicated campaign branding, toolkit and digital assets included in the pack shared with industry will mean we can achieve widespread consistent messaging, gaining maximum impact across all marketing channels.”