Multi-million euro campaign to boost lamb consumption

The UK has signed on as part of a cross-country campaign to boost lamb consumption in the EU over a three-year period. 

The campaign, worth €10 million (m) – the equivalent of just under £9m – was announced in Paris on Tuesday 23 October and sees the UK, France and Ireland come together to promote the meat. 

While the majority of funding has come from the EU, donating €8.3m, the Agriculture & Horticulture Development Board (AHDB) has contributed €1m towards the campaign, Ireland’s Bord Bía has contributed €300,000 and Interbev of France is funding the remainder. 

The promotional activity follows on from the success of the Tasty, Easy, Fun lamb campaign, which was co-funded by the EU and run by AHDB, Bord Bía and Interbev across six European countries.

“Our shared commitment and efforts to tackle the decline in consumption in this sector meant we secured a €10m deal, with an investment of only €1m,” said Adam Quinney, chair of AHDB Beef & Lamb. “This is great news – and great value – for our producers.

“It emphasises the great results that can be achieved working closely with our European partners. Brexit or not, our industry lives on, and we need to look for innovative and valuable partnership arrangements to continue to leverage funds to promote lamb as a healthy, versatile and nutritious protein.”

Targeting a younger audience, the campaign will include a range of activity across digital and social media, outdoor advertising and consumer events, among other activity.

“As major European sheep meat-producing countries, we have a shared interest in working together to tackle the decline in sheep meat consumption,” commented Noreen Lanigan, Bord Bía manager for France, Belgium and Luxembourg.

“Over the lifetime of the campaign, we aim to increase the intention to purchase lamb among consumers aged 25-35 by 10%, increase their appreciation of the role sheep farming plays in the preservation and upkeep of the land and a 15% improvement in the perceptions of European lamb as an ‘everyday meal’ among this age cohort.”

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