The annual ‘Love Lamb Week’ kicks off on 1 September, celebrating lamb’s delicious flavour and versatility across the UK.
This year’s ‘Make it Lamb’ campaign, a collaboration between all four UK red meat levy boards led by Quality Meat Scotland (QMS), aims to encourage consumers to try lamb differently.
The initiative features various promotions, from farm-gate banners and print advertising to social media influencer content, showcasing the farm-to-fork story and simple, tasty recipes.
Regional Activities Boost Lamb Awareness
Participating organisations, including Red Tractor, the National Farmers Union (NFU), and the National Sheep Association (NSA), will use a unified campaign logo and digital assets to ensure consistent messaging about lamb’s benefits.
In Scotland, QMS will focus on Scotch Lamb across its social media channels and website. The Agriculture and Horticulture Development Board (AHDB) in England plans to feature ‘Make it Lamb’ stickers on British lamb packs in major retailers and run social media advertisements.
QMS Marketing Director Emma Heath said: “We are delighted to be collaborating with the other levy boards in England, Wales and Northern Ireland to launch this new consumer-facing campaign which celebrates everything amazing about lamb.
“The marketing activity being undertaken by each levy board will ensure a wide-reaching national campaign during Love Lamb Week with consistent look and feel that still allows for tailored regional messaging too.”
Rob Duncan, QMS Assistant Brand Manager, added: “The campaign’s main aim is to promote the many ways that lamb can be enjoyed, ranging from simple weeknight dinners through to traditional Sunday roasts.
“Lamb is such a versatile and high-quality product with so many different cuts to discover – it absolutely deserves the recognition that we aim to provide with this campaign.
“The dedicated campaign branding, toolkit and digital assets included in the pack shared with industry will mean we can achieve widespread consistent messaging, gaining maximum impact across all marketing channels.”
Hybu Cig Cymru (HCC) in Wales will launch a digital advertising campaign, including ITV Wales and S4C promotions while emphasising lamb’s nutritional importance in children’s diets.
In Northern Ireland, the Livestock and Meat Commission (LMC) will introduce a school programme focused on lamb and host retailer sampling events to engage consumers directly.
The campaign’s multi-faceted approach highlights lamb’s versatility and nutritional value, encouraging consumers to incorporate it into their diets as part of a healthy, balanced lifestyle.
The ‘Make it Lamb’ campaign seeks to boost awareness and consumption of lamb across the United Kingdom by leveraging various promotional channels and regional initiatives.
A range of recipes showcasing lamb and its versatility will be featured during the week, including lamb madras tostadas, mini air fryer lamb hotpots with fresh mint sauce, Scotch Lamb tacos with zaatar and baba-ghanoush and Scotch Lamb skewers with coriander pesto.
Emma Heath added: “We are all looking forward to this celebration of lamb across the UK at the beginning of September and seeing the results of this collaborative, distinctive and positive ‘Make it Lamb’ campaign.”
