A new £1.4 million marketing campaign for lamb is to be launched by AHDB as industry seeks to further support the sheep sector.

The promotional push, which has the backing of the NFU, will see targeted promotional activity in two bursts, the first starting in summer and the second in September, to coincide with peak supply of British lamb.

By focusing on lamb’s unique flavour and its versatility, the work aims to stem the steady decline in lamb sales and boost consumer attitudes towards the meat across a number of different target audiences.

AHDB will be liaising closely with retailers, foodservice outlets and industry stakeholders to ensure a coordinated approach to support promotion of the sheep sector in the coming months.

Will Jackson, AHDB Beef & Lamb Sector strategy director, said: “AHDB has been working for some months to see how best we can support the sheep sector in the face of uncertainty. Though outcomes are still unclear, we’re focusing our marketing efforts on sheep for the forthcoming seasons to ensure lamb is at the forefront of consumers’ minds – coinciding with the availability of autumn lamb for shoppers. This will mean efforts being concentrated on delivering a lamb advertising and promotional campaign in summer and September 2019.

“Day-to-day work will continue in other respects to support both beef and lamb with meat, health and environment being key parts of the ongoing strategy. AHDB R&D, knowledge transfer, export and communications work will continue as normal for beef. We have discussed this lamb focus with the NFU and it is fully supportive of the board’s move.”