The Agriculture and Horticulture Development Board (AHDB) has kicked off the second year of a promotional campaign highlighting the versatility of lamb.
This decision follows the High Court’s dismissal of an application by AIMS last summer.
AHDB has combined forces with Interbev in France and Bord Bia in Ireland to launch the Lamb. Tasty Easy Fun campaign, which is geared towards reversing a steady decline in lamb sales across Europe in recent years.
The campaign kicked off this week to tie in with the beginning of the Euro 2016 football championships.
Football and barbecue-themed press adverts are running in the national press titles and women’s magazines to coincide with the start of the championship, alongside designs also focusing on the versatility of lamb, and the speed and ease of preparation.
Consumers may also spot digital advertising and online recipe videos to showcase what dishes can be cooked with lamb.
The €7.7 million campaign is supported with 50% funding from the European Commission and will run, in total, for three years.
It is currently in its second year.
Mo Fisher, marketing communications manager with AHDB Beef & Lamb, commented: “It’s the perfect time of year to launch this second stage of the campaign with the Euro championships starting and people keen to barbecue whenever we get the slightest hint of sunshine!”
“Lamb is perfect to cook on the barbecue and is ideally suited to a whole range of quick, tasty dishes which consumers can enjoy while making the most of our summer of sport.”
The Lamb. Tasty Easy Fun campaign is running across six countries – the UK, Ireland, France, Germany, Belgium and Demark – the markets that represent over half of the lamb consumed in Europe.
The campaign also aims to promote the benefits of European lamb farming for society, particularly its role in protecting biodiversity and sustaining rural communities.
For more information visit www.tastyeasylamb.co.uk.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
