A series of new radio adverts for Quality Standard lamb airs this
week, marking the first phase of a heavweight advertising and promotion
campaign from the English Beef and Lamb Executive (EBLEX).
The programme - which is being funded with the money announced
last month as part of the Government's aid package for the industry
- will deliver a national, mass-market message reaching as many
consumers as possible in a concentrated period up to Christmas.
It is being run alongside EBLEX's existing levy-payer funded beef
and lamb winter promotional activity programme, which includes
a Christmas kit being distributed to butchers and foodservice outlets
at the end of the month.
The aim of the new
campaign is to stimulate still further sales of beef and lamb at
a time when the livestock sector is under particular pressure and
to help offset the major imbalance in supply and demand which has
arisen as a result of the export ban.
The 30 second ads featuring
Allan 'Lamby' Lamb, will be available to download from www.beefyandlamby.co.uk.
They are part of an integrated promotional campaign using the national
press, outdoor posters, on-line and women's magazines which starts
next week and runs through to mid-December.
This additional consumer campaign will be backed by trade
promotional activity in the independent butcher, multiple retailer
and foodservice sectors. In-store advertising using trolley sites
and retailer magazines will be supported by point-of-sale materials
and lamb recipe booklets in independent butchers and foodservice
EBLEX Head of Marketing Andrew Garvey said: "This is an ambitious and
heavyweight programme of additional activity to support the industry at a particularly
“The campaign has been designed to really draw people's attention to Quality
Standard beef and lamb - in particular those consumers who tend not to buy beef
or lamb on a regular basis.”
EBLEX will also use DEFRA funding to revitalise
beef and lamb exports into key European markets in the first quarter
of 2008 when England's beef and lamb sectors are likely again to
have full access to the EU market.
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