Lamb ads campaign to be backed by EU money
Lamb ads campaign to be backed by EU money
EU MONEY is likely to be secured for an advertising campaign directed at key lamb consuming countries across Europe.
It was expected to run in one to two years time, said MLC international manager, Peter Hardwick.
"EU money would add to that already designated by MLC for point of sale promotion on the Continent, which includes recipe leaflets, flyers and tastings. It would be spent on Press and possibly TV advertising."
To be eligible for funding, the campaign must promote lamb generically as a European product rather than an exclusively UK product. "But there will still be an opportunity to make reference to the UK in advertising material, such as illustrating welfare using an example from a UK farm."
Being a large exporter of lamb, the UK would also benefit from any campaign aimed at increasing lamb consumption, believed Mr Hardwick. "As in the UK, most lamb across Europe is eaten by older consumers, which puts future lamb markets at risk. The aim of the campaign would be to target younger consumers." *