New is very much the buzzword behind Meat and Wool New Zealand's marketing activities during 2006. A new £1.3 million TV and magazine advertising campaign will be targeting British consumers from January until the end of April with the theme 'New Idea, New Recipes, New Zealand Lamb'.

The advertising spend will be at its highest when 'new season' chilled New Zealand arrives in UK retailers nationwide. The campaign will aim to increase demand over key sales including Easter, Mother's Day and Whitsun Bank Holiday.

The new advertisements, created by Meat and Wool New Zealand's newly appointed agency First City, focus on what are said to be easy to cook recipes that will appeal to younger adults and families. Each full page ad, which will appear in glossy women's magazines and food titles including Good Housekeeping, Delicious and BBC Good Food, will carry full recipe suggestions as well as a reminder of the website,

Two new TV commercials also focus on New Zealand Lamb as a versatile family favourite. Filmed on location in New Zealand, the ads show how both a growing family and a romantic couple can each enjoy the versatility of lamb. The commercials will air on ITV, GMTV, Channel 4, Channel 5 and various satellite channels, between January and April.

They use original, unpublished music featuring a singer known as 'Stickboy' on the Manchester club scene.

The spring advertising campaign is being supported by a heavyweight PR programme. Activities include a major focus on the arrival of the 'new season' chilled lamb, a media briefing and the despatch of a selection of New Zealand Lamb recipes to cookery editors.

This will be followed by a major publicity push for the 'Ultimate Lamb Sandwich', which has been created by Kiwi chef Peter Gordon. The sandwich will be publicised on 320,000 takeaway sandwich bags used by independent cafes across London in next month.

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