Campaign launches to boost sales of beef and lamb

The aim of the programme is to stimulate sales coming up to the Christmas period, when the livestock sector is under particular pressure. Due to the current export ban, there is a major imbalance between supply and demand. The national campaign consists of an integrated programme of advertising in national press, radio, outdoor posters, women's magazines and via websites, which will run through to mid-December. There will be two bursts of national newspaper advertising featuring lamb followed by beef, which will appear in both broadsheet and tabloid titles. A three-week radio campaign will promote sales of lamb while both lamb and beef will feature in a poster campaign targeting key supermarket car park sites and major shopping routes. Andrew Garvey, head of marketing for EBLEX, said: "This is an ambitious and heavyweight programme of activity to support the beef and lamb sectors at a particularly difficult period and is designed to generate maximum awareness and stimulate consumers to search out and buy Quality Standard beef and lamb." EBLEX will be using DEFRA funding to revitalise beef and lamb exports into key European markets in the first quarter of 2008.