Love Lamb Week 2019 was the biggest one yet, as industry bodies worked in unison to ensure lamb is at the heart of all promotions.

Running last week –  during the first week in September – the Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru (HCC), Livestock and Meat Commission (LMC), Quality Meat Scotland (QMS) and Ulster Farmers Union (UFU) were all promoting lamb across their regions, working with the NFU and National Sheep Association (NSA).

AHDB launched its £1.4 million lamb advertising campaign during Love Lamb Week, where outdoor advertising, on-demand TV advertising and PR reminded consumers how flavoursome and delicious lamb is.

In England, there was outdoor advertising at 650 locations near Tesco, Asda, Sainsbury’s and Morrisons. Adverts appeared across all the major national daily and weekend newspapers including The Telegraph, The Times, The Guardian, The Daily Mailand Metro.

In Wales, HCC undertook consumer sampling and working with foodservice operators, in addition to social media activity, radio interviews and promotions in supermarkets.

In Northern Ireland, LMC and UFU teamed up to deliver live cookery demonstrations and sampling sessions at Victoria Square and Belfast City Hall. Further retail sampling sessions took place throughout the week in Tesco and Asda stores across the country.

In addition, LMC undertook radio advertising with U105, Q Radio, Downtown Radio and Cool FM. U105 also broadcast live from the cookery demonstration at Victoria Square. A series of outdoor advertising also took place as well as advertisements in the Daily Mail’s‘Femail’ section and in the Irish News.

Both LMC and UFU posted on social media throughout the week sharing recipes, nutritional facts and content from the sampling sessions.

In Scotland, recipe cards and counter tickers were displayed across 28 major retailer’s Scottish stores.