Love Lamb Week campaign returns for second year

The Love Lamb Week campaign is set to return for a second year, with additional support from key players in the sheep-meat industry. 

The campaign, which is dedicated to promoting the meat among consumers as a versatile and simple product to cook with, will run from 1 to 7 September.

Organisers aim to build on the success of Love Lamb Week in 2015, with opportunities for the whole supply chain to get involved and stimulate demand for home-produced lamb at the height of production.

The broader sheep-meat community is being encouraged to get behind the campaign by organising events in their local area and to help get the message out there via social media channels.

“Love Lamb Week is an excellent grass-roots campaign which really gives the industry something to get behind in order to promote home-produced lamb,” said Laura Ryan, strategy director for AHDB Beef & Lamb, which is supporting the campaign alongside the National Sheep Association (NSA).

“By working together with the NSA, we aim to build on the success of last year and make Love Lamb Week 2016 even more engaging.”

The week will also run in conjunction with AHDB’s lamb keema campaign, which involves PR and social media activity as well as on-pack labelling.

The purpose of the marketing push is to promote lamb mince in the form of a tasty, versatile and low-cost keema. Once a taste for keema is acquired, the goal is to then encourage consumers to move into higher-value cuts of lamb.

“The tie-in with our keema activity will really help amplify the impact of Love Lamb Week and ensure that we get our messages out to as many consumers as possible,” added Ryan.

Love Lamb Week was launched last year by Cumbrian sheep farmer Rachel Lumley.

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