Eblex embarks on ‘Festival of Lamb’
Published:  29 August, 2014

With a host of promotional activity and British lamb in abundance as we enter autumn, Eblex has announced a ‘Festival of Lamb’.

Alongside its TV advertisement which is set to air in September and its Lambsoc campaign aimed at 18- to 24-year-olds, Eblex has also announced it will provide independent retailers and members of the Quality Standard Mark (QSM) scheme with point-of-sale promotion packs for lamb.

Mike Whittemore, head of trade marketing for Eblex, said: “The ‘Festival of Lamb’ is a cross-sector marketing campaign developed to boost consumer demand for lamb, at a time when it is widely available and exceptionally good quality.

“Sourcing QSM lamb provides retailers and caterers with a guarantee of food safety, animal welfare and care for the environment. It also addresses consumer concerns about eating quality, as factors such as succulence, tenderness and product consistency are all encompassed by the QSM Scheme.”

Similarly, Scottish meat body, Quality Meat Scotland (QMS) has been promoting Scotch Lamb to the Scottish public through its ‘Love Scotch Lamb Weekend’.

Meanwhile Hybu Cig Cymru (HCC), the meat promotion body for Wales launched its ‘Not all lamb is created equal’ autumn promotional campaign for Welsh Lamb.