Lamb revenue boosted by almost £2.5m thanks to nationwide campaign

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A six-week campaign to encourage British shoppers to Make It with lamb has generated an additional £2.45million in sales, new data has revealed.

A collective effort between Agriculture and Horticulture Development Board (AHDB) England, Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales, the ‘Make it Lamb’ campaign launched just as new season lamb came onto the market and focused on promoting lambs versatility and ease of cooking, particularly around BBQ season.

The £440k campaign – which ran in July and August – included radio sponsorship on Heart FM, print and digital advertising. The activity generated a return of £5.59 in retail sales for every £1 spent on the activity and 261 tonnes of additional fresh lamb. Alongside this, the campaign drove an additional 272,000 shoppers to purchase fresh lamb2.

The campaign used money from the £3.5 million fund of AHDB red meat levies ring-fenced in 2020/21 for collaborative projects which is managed by the three GB meat levy bodies.



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