YOUNG ARE TARGET OF TV CAMPAIGN
YOUNG ARE TARGET OF TV CAMPAIGN
A NEW lamb advertising campaign is showing on TV at the moment.
The quick lamb campaign offers new cuts of meat designed for todays busy lifestyles. But will producers benefit?
Research by the MLC into peoples buying habits shows over 70% of lamb retail purchases are by consumers aged over 45, says Stewart Hall, beef and lamb product manager at the Meat and Livestock Commission. The new advertising campaign markets lamb as convenient, versatile and tasty, making it more appealing to 25-45 year olds.
Mr Hall says the £2m advertising campaign will boost demand this autumn, when large numbers of lambs are being sold. However, he suggests the aim is to attract younger consumers, who have busy lifestyles and rely increasingly on convenience foods.
"Many consumers associate lamb with a roast joint. We want to complement this with convenience products, such as lamb steaks, which take 15 minutes or a mini roast for two, which can be cooked in only 40 minutes," he says.
"The 1997 retail spend on lamb was £791 million. The campaign is to safeguard this and stimulate more demand, so its important to get younger people buying lamb."
"We need to appeal to new markets without alienating existing users. Theres lots of opportunity for lamb and weve identified products and ways of exploiting this," he adds.
The adverts will run for four weeks and are targeted at 25 to 45 year olds. They will feature on all commercial tv stations, with a bias towards younger, popular programmes such as Friends and Ally McBeal on Channel Four.
Mr Hall recognises food advertising is a highly competitive market, but feels its good value for levy payers. "The Quick Lamb promotion is totally based on consumer research, working with producers and taking research into practice," he says.
"Its an ongoing promotion, looking to build lambs image in new areas by extending the range of products available," he adds.
The MLC has developed new cuts, such as leg steaks, mini-joints and rosettes, and has produced cutting specification guides so all retailers can offer these products.
The advertisement – Girls Behaving Badly – depicts two young women, who want a quick, tasty meal before going out, and the slogan accompanying the advert is "The taste you remember without the hassle." *
MARKETING LAMB
• Branded for convenience
• Attract younger consumers
• New cuts developed