New lamb consumer campaign launched

A new campaign to encourage younger consumers to try lamb as an everyday meal option has been launched. 

The ‘Lamb. Tasty Easy Fun’ campaign aims to promote European lamb as a modern, convenient and versatile meat to a young audience across six European nations – the UK, Ireland, France, Belgium, Germany and Denmark.

The €6.4 million campaign is being run by three promotional agencies; AHDB (Agriculture and Horticulture Development Board) in the UK, Bord Bia in Ireland and Interbev in France. It will run for three years with 50% of the funding coming from the European Union. The online and social media campaign will provide consumers with practical information on how to cook lamb and showcase a range of recipes.

Speaking at the launch of the campaign, Jane Ritchie-Smith, head of consumer marketing at AHDB, said: “Lamb is such a wonderfully versatile and tasty meat. The newly developed recipes really showcase the different cuts available and the cooking styles that can be used to bring out the great flavour of the meat in meals that the whole family can enjoy.”

According to Ritchie-Smith, only 11% of UK consumers are currently buying lamb on a regular basis. She attributes this to an aging customer base. “The average age of lamb consumers is getting older so we need to attract younger customers to it.”
She said another problem was perception. “Lamb has been perceived to be a fatty meat but production has come on over the years and this is no longer the case.”

The campaign runs online at and on social at @TastyEasyLamb and

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