Design and implementation of a promotion campaign for European lamb in France, Britain, Ireland and Germany

Over 80% of sheep production in the EU is produced in rugged rural areas where no other species can be reared on a commercial scale. Hence, sheep farming plays a vital role from a social, environmental and economic sustainability perspective in these regions. However, given the continued decline in lamb consumption and consequently production in Europe, and the numerous factors and consequences highlighted by the 2016 EU Sheep Meat Reflection Group, it is urgent that we act now to protect this unique sustainable heritage of Europe.



France, Ireland and the UK, under the auspices of Interbev, Bord Bia and AHDB, have joined forces to request EU co-funding for a new €10 million promotional campaign over 3 years aiming to convince millennial consumers (aged 25-35) across four EU markets (France, Ireland, Germany and the UK) to "Love Lamb", by inciting them to discover the convenience and unique flavour of European lamb. Today lamb is primarily consumed by consumers over 50 years old across these markets, and it is vital to appeal to and convert younger consumers thereby supporting the future of this livelihood in Europe.



The campaign's objective is to reach out to this digitally native audience using the appropriate tone of voice and references via their preferred media, in order to convince them to consider lamb as a unique everyday protein choice. This young target audience is proportionately more motivated by sustainability issues than their elders, hence the sustainability credentials of European lamb will also be at the forefront of this campaign. We propose a range of central actions which will be developed and implemented across the four markets to ensure a greater impact and greater economies of scale. These include PR, digital marketing (common website, social media platforms and various forms of online advertising), event marketing and trade marketing actions in specific markets. All of the campaign collateral will be translated and tested before execution.

https://www.jadorelagneau.fr/

https://www.trylamb.ie/

https://www.probierlamm.de/

https://www.trylamb.co.uk/