Eblex targets youngsters with online lamb campaign

Eblex has launched a new social media campaign aimed at getting young people, aged 18-25, excited about British lamb.

The beef and lamb levy board has launched its new marketing campaign, LambSoc, which is aiming to achieve 20,000 likes on Facebook and 500,000 video views across all channels by next April. Eblex reported LambSoc had already got off to a good start with more than 4,000 connections via YouTube, Facebook, Twitter and Instagram.

Zhenya Dewfield, Eblex digital product manager, said: “Our aim is to highlight lamb as an ‘adventurous meat’ as it is a fantastic flavour carrier for spices and other adventurous ingredients. We will target students, encouraging them to use lamb mince in the first instance and set it as part of their meal repertoire at an early stage. This will cement the idea that lamb is a fantastic flavour-carrying meat to cook with. Also, it will potentially help improve returns for producers by driving up demand for the product.

“We’re really pleased with the initial response to the campaign, which has been incredibly encouraging. Looking further ahead, the bulk of our activity is taking place in the autumn as students head back to university and begin searching for easy, adventurous meal options. We are planning to post further videos and run competitions at this time to maintain the momentum.”

The campaign will include recipes and YouTube demonstrations, and will invite young people to share their own pictures and videos.

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