Joint initiative showcases lamb for Euro 2016

To celebrate the Euro 2016 football championships, the UK’s Agriculture and Horticulture Development Board (AHDB), Interbev in France and Bord Bia in Ireland have combined forces to produce a jointly-funded campaign aimed towards promoting lamb consumption.

The initiative aims on reversing a steady decline in lamb sales across Europe in recent years.

This is the second of a three-year campaign worth €7.7 million. ‘Lamb. Tasty Easy Fun’, is supported with 50% funding from the European Commission.

“It’s the perfect time of year to launch this second stage of the campaign with the Euro championships starting and people keen to barbecue whenever we get the slightest hint of sunshine!” said Mo Fisher, marketing communications manager with AHDB Beef & Lamb.

“Lamb is perfect to cook on the barbecue and is ideally suited to a whole range of quick, tasty dishes which consumers can enjoy while making the most of our summer of sport.”

To push the campaign, football and barbecue-themed press adverts will be running in national press titles and women’s magazines, as well as other advertisements focusing on the versatility of lamb and the speed and simplicity of how it can be cooked.

The ‘Lamb. Tasty Easy Fun’ campaign is running in the UK, Ireland, France, Germany, Belgium and Denmark. Combined, these markets represent over half of the lamb consumed in Europe.

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