Kiwi lamb is top of mind with UK consumers
It’s no wonder the UK is New Zealand’s number one sheepmeat market – our lamb has been a staple of the British diet for over a century.
Extensive market research shows the work Beef + Lamb New Zealand has done with generic marketing in the past has been hugely successful in keeping New Zealand lamb top of mind with UK consumers. Ninety percent of Britons associate New Zealand with lamb production.
With lamb the most expensive of all proteins in UK supermarkets, the research also highlighted the need for producers and exporters to directly support the premium positioning of the New Zealand lamb brand.
Website whets UK appetite for New Zealand lamb
UK meat-lovers hungry for culinary inspiration are turning in droves to a brand new
Beef + Lamb New Zealand website. It's the hub of a successful campaign stoking the nation’s appetite for Kiwi lamb.
To create the most impact, the plan for 2011 was to have three clear campaign periods:
- New season New Zealand lamb week – reinforced the seasonality of the product and provided a powerful start to the campaign
- Easter – a key calendar period when lamb is at the forefront of shoppers’ minds
- Spring into summer – demonstrating the versatility of New Zealand lamb and its relevance through the barbecue season.
The campaign underpins our joint work with export companies, where farmer levies are being matched by industry investment in the market.
Joint campaigns enhance customer loyalty
Our UK marketing is focused on increasing customer loyalty for our meat – boosting sales now and into the future.
To achieve that we are increasingly working with individual meat companies on campaigns that target customers closer to the point of purchase. The promotions are not related to price.
Read more about our Joint promotion programme.
Market facts
- The UK is New Zealand’s largest sheepmeat market
- Sheepmeat exports to the UK are worth $646 million (2009/10 season)
- New Zealand lamb makes up 30 per cent of retail lamb sales in the UK