A new campaign to promote New Zealand lamb in the UK has been launched by Meat & Wool NZ (MWNZ), signalling the start of the new lamb season in the key market.  MWNZ market development general manager Craig Finch says the humorous campaign is aimed at highlighting the attributes of New Zealand lamb valued by consumers in the UK. “We know from our research that British consumers love that our lamb is raised on green grass year-round and in natural farming systems,” he says.

“The advertising takes a humorous view of the lengths to which New Zealand sheep farmers go in raising the world’s finest free-range lamb.”

Based around the theme of “A National Obsession”, the advertising shows a lifeguard – renamed a lambguard – watching over sheep grazing close to a running stream.

MWNZ says the New Zealand lamb promotions will feature on television through food channel sponsorships, although the major focus is on print and online media.

“Increasingly we are using online communications to reach consumers,” Finch says. “For instance, using consumer e-newsletters containing recipes, competitions and tips, almost a quarter of a million British households are receiving information about New Zealand lamb in every issue.”

Finch says the campaign is funded by New Zealand sheep farmer levies “to keep the New Zealand lamb brand in front of consumers” in this important market.

Last year 73,321 tonnes of New Zealand lamb, worth $656 million, went into the UK – our largest single market.