€10 million campaign to boost lamb consumption
Bord Bia, Intervbev (France) and AHDB (UK) submitted the joint application for the campaign which will promote the versatility, convenience and great taste of European lamb to consumers.
The total campaign spend of 10.3 million euros, includes 80% co-funding support from the European Union, equivalent to 8.3 million euros. The remaining balance of 2 million euros will be covered by the three promotional agencies.
"As major European sheep meat producing countries, we have a shared interest in working together to tackle the decline in sheep meat consumption. Over the lifetime of the campaign we aim to increase the intention to purchase lamb among consumers aged 25-35 by 10%, increase their appreciation of the role sheep farming plays in the preservation and upkeep of the land and a 15% improvement in the perceptions of European lamb as an “everyday meal” among this age cohort," said Noreen Lanigan, Bord Bia Manager for France, Belgium and Luxemburg, in a statement.
According to UK's Agriculture and Horticulture Development Board, this new project follows the success of the 'Tasty Easy Fun' lamb campaign, jointly co-funded by the European Union to the tune of 7.7 million euros; run by AHDB in England, Interbev in France, and Bord Bia in Ireland, across six European countries.
"Our shared commitment and efforts to tackle the decline in consumption in this sector meant we secured a €10m deal, with an investment of only €1m. This is great news – and great value – for our producers," said AHDB Beef & Lamb Board Chair Adam Quinney.
"It emphasizes the great results that can be achieved working closely with our European partners. Brexit or not, our industry lives on and we need to look for innovative and valuable partnership arrangements to continue to leverage funds to promote lamb as a healthy, versatile and nutritious protein," Mr. Quinney added.
The new funding was revealed on Tuesday 23 October in Paris by the Irish Prime Minister Leo Varadkar, Chairman Maurice Huet from Interbev, and AHDB Beef & Lamb Board Chair Adam Quinney.
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