Wednesday, 29 August 2012

Switching consumers back on to lamb


Encouraging consumers, and particularly younger people, to eat and cook lamb is undoubtedly a challenge for the industry. While we know consumers appreciate lamb for its taste, there still exists a preconception that it is fatty and, therefore, wasteful. This combined with the fact that it has become somewhat of a premium meat over the past 18 months has affected sales both at retail and within the foodservice sector.

That’s why EBLEX has launched the three-year ‘Discover Lamb’ campaign, which aims to reposition lamb as an affordable and versatile meat that families can enjoy throughout the week.

One specific element of the campaign, launching next month, features TV presenter Ben Shephard and former politician Edwina Currie. Appearing on packs of Red Tractor assured lamb in supermarkets, consumers will be invited to place a vote for either ‘Ben Shepherd’s Pie’ or ‘Edwina’s Lamb Curry’, with the incentive of being entered into a competition to win one of 25 multimedia tablets. The promotion is linked to the 5by25 campaign which, with the help of a number of charity partners, aims to encourage young people to learn how to cook five dishes by the age of 25.

In addition to the on-pack activity, Ben and Edwina will tour the country stopping at youth organisations and community centres, in a bid to get young people cooking and mastering their signature dish. Each celebrity is aiming to gain the biggest following for their dish by encouraging people to vote for their favourite via www.5by25.com  and by spreading the word through Facebook and Twitter.

Our consumer website, www.simplybeefandlamb.co.uk, will feature on the materials and a special ‘Discover Lamb’ section will be developed. The Simply Beef and Lamb Facebook page, which has over 30,000 likes, will also be used to communicate the latest information.

‘Discover Lamb’ isn’t the first initiative of its type we have been involved with. In France, the Agneau Presto (quick lamb) campaign, which is a partnership between EBLEX, Bord Bia, and Interbev, was introduced to address a decline in lamb consumption. With an emphasis on promoting quick and easy lamb recipes, Agneau Presto features a mobile app and e-marketing in order to appeal to younger consumers, as well as in-store promotional activity. The campaign is can boast some success, with 20 pilot stores who have taken part in the initiative seeing sales increase by an average of 20% in volume terms.

Stimulating demand on the home market continues to be a key part of our strategy to generate the best returns for the industry. You can find out more about our marketing activity by visiting our consumer (www.simplybeefandlamb.co.uk) and trade (www.eblextrade.co.uk) marketing websites.