Sales of British lamb were boosted to the tune of £2.45m (€2.72m) as a direct result of a six-week promotional campaign during July and August.

The 'Make it Lamb' campaign, spearheaded by the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC), was funded through levies on red meat.

Along with a print and digital advertising, the campaign also targeted radio to spread the positives of consuming domestic lambs.


Analysis shows that every £1 (€1.10) spent on advertising gave a return of £5.59 (€6.21) in retail sales, amounting to an additional 261t of fresh lamb purchased by 272,000 consumers.

The campaign followed a successful venture aimed at promoting British beef, with sales rising by an additional £10m (€11m).

A statement issued by the levy boards said: “Supporting the UK’s sheep sector is now more important than ever and we will continue to do all we can to stimulate demand for lamb cuts, given the uncertainty around trade deals and with Brexit on the horizon.”