Holiday promotion boosts sales

Five shoppers have won UK holidays worth 500 each thanks to a competition launched to promote sales of Assured British butterflied legs of lamb.

Randall Parker Foods and Eblex developed the competition, which ran in 500 Sainsbury's stores last summer. Now, the winners will be able to choose a holiday from 1,200 locations, thanks to Farm Stay UK.

Vivienne Harris, Randall Parker's Sainsbury's account manager said: "The promotion achieved a redemption rate of 3.3%, which is well above average for this type of activity. Clearly it was popular with Sainsbury's customers and it certainly helped to drive lamb sales during the autumn.

"By linking with Farm Stay UK to offer the promotion, we were able to keep close to the farming community who produce wonderful British lamb, while offering some great locations for our winners to choose from."

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