A high-profile promotional campaign highlighting the versatility of lamb kicked off this week to tie in with the start of the Euro 2016 football championships.
The Agriculture and Horticulture Development Board (AHDB), Interbev in France and Bord Bia, in Ireland, are working together on the jointly-funded campaign geared towards reversing a steady decline in lamb sales across Europe in recent years.
This is the second year of the three-year, €7.7 million “Lamb. Tasty Easy Fun” campaign, which is supported with 50 per cent funding from the European Commission.
Football and barbecue-themed press adverts will be running in national press titles and women’s magazines from today (Friday) to coincide with the start of the championship, alongside alternative designs focusing on the versatility of lamb, and the speed and ease of preparation.
Press activity will be supported by digital advertising and online recipe videos to showcase the breadth of dishes that can be cooked with lamb.
"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!" said Mo Fisher, marketing communications manager with AHDB Beef & Lamb.
"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 in six countries; the UK, Ireland, France, Germany, Belgium and Denmark. Together, these markets represent over half of the lamb consumed in Europe.
As well as informing, educating and inspiring consumers to cook with lamb on a more regular basis, the campaign aims to promote the benefits of European lamb farming for society, particularly its role in protecting biodiversity and sustaining rural communities.
