Lamb promotions stepped up to coincide with peak supplies

Promotional activities for the “LAMB – Tasty, Easy, Fun” will be intensified over the coming weeks as part of an initiative to drive increased awareness among younger consumers of the many ways in which lamb can add variety to our everyday meal repertoire, according to Declan Fennell of Bord Bia.

This is the second year of the three-year, €7.7 million “Lamb – Tasty Easy Fun” campaign, which is supported with 50% funding from the European Commission.

Fennell says Bord Bia together with its counterparts in France and the UK are working together as part of an initiative to encourage younger consumers (24 – 36 years) to consumer lamb across six markets; Ireland, Belgium, Denmark, France, Germany and the UK.

Earlier this week Irish chef Mark Moriarty, winner of the 2015 San Pellegrino Young Chef of the World Award launched a new range of summer lamb recipes with a live cooking demonstration on TV3’s Ireland AM.

The new lamb recipes will be published both online and throughout Irish media as part of the campaign which will run from July through to September. Bord Bia has also teamed up with six of Ireland’s leading food bloggers for behind the scenes insight into cooking recipes and tip for making tasty lamb dishes.

Other highlights of the campaign include a Today FM radio competition, where listeners will have the opportunity to submit their lamb recipe dishes for finalist live cook-off on air with DJ Anton Savage.

Coinciding with the peak supplies of European new season lamb, promotional activities were undertaken in other participating markets to include over 600 instore promotions with French retailers whilst in Germany a series of PR events targeted influential journalist and food bloggers were held in Hamburg and Munich.

Later this month a nationwide outdoor campaign highlighting the virtues of “Lamb – Tasty, Easy, Fun” will be undertaken in Belgium.