Love Lamb Week 2019 is set to be the biggest one yet, as industry bodies work in unison to ensure lamb is at the heart of all promotions during the first week in September. Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru (HCC), Livestock and Meat Commission (LMC), Quality Meat Scotland (QMS) and Ulster Farmers Union (UFU) are all promoting lamb across their regions, working with the NFU and National Sheep Association (NSA).
AHDB launches its £1.4m lamb advertising campaign during Love Lamb Week, where outdoor advertising, on-demand TV advertising and PR will remind consumers how flavoursome and delicious lamb is.
In England, there will be outdoor advertising at 650 locations near Tesco, Asda, Sainsbury’s and Morrisons. Adverts will appear across all the major national daily and weekend newspapers including The Telegraph, The Times, The Guardian, The Daily Mail and Metro.
In Wales, HCC is undertaking consumer sampling and working with foodservice operators, in addition to social media activity, radio interviews and promotions in supermarkets.
In Northern Ireland, LMC and UFU are teaming up to deliver live cookery demonstrations and sampling sessions at Victoria Square and Belfast City Hall. Further retail sampling sessions are taking place throughout the week in Tesco and Asda stores across the country.
In addition, LMC is undertaking radio advertising with U105, Q Radio, Downtown Radio and Cool FM. U105 will also be broadcasting live from the cookery demonstration at Victoria Square. A series of outdoor advertising will also be taking place as well as advertisements in the Daily Mail’s ‘Femail’ section and in the Irish News.
Both LMC and UFU will be posting on social media throughout the week sharing recipes, nutritional facts and content from the sampling sessions.
In terms of print media, LMC has issued a press release and image to launch the initiative and will also be circulating a post event press release along with images from the sampling sessions.
In Scotland, recipe cards and counter tickers will be displayed across 28 major retailer’s Scottish stores.
How can you get involved?
You can help share the positive messages about British lamb during Love Lamb Week by:
Love Lamb week takes place from 1-7 September 2019. Use #LoveLamb and #LoveLambWeek when sharing your posts and recipes on social media.