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EBLEX PROMOTIONAL ACTIVITY UPDATE

Oliver Rowe: Supporting the QSM lamb campaign.

EBLEX beef and lamb promotional activity over the past few months has focused on encouraging consumers to support farmers by seeking out and buying Quality Standard beef and lamb.

Celebrity chef Oliver Rowe has lent his support to the ongoing EBLEX Autumn Lamb campaign which aims to promote lamb as a quick, easy and delicious meal ingredient. The BBC2 'Urban Chef' also took an opportunity to promote QSM beef and lamb at the recent launch of the National Farming Union's 'Why Beef and Sheep Farming Matters' campaign.

Three million copies of Oliver's Autumn Lamb recipe leaflet (below) have been distributed through national and regional press, and an extra 25,000 copies have been sent out on request to sheep farmers to distribute at local events.

The wider EBLEX Autumn campaign includes Quality Standard 'Dish of the Day retailer poster sites, radio competitions and media advertising.

In addition to this levy-funded work, EBLEX is also running a series of new QSM lamb radio adverts and posters in an integrated promotional campaign funded using £s;1.1 million of the recently announced Defra industry support package.

EBLEX is also working with a number of Regional Development Agencies on specific regionally branded Quality Standard promotions.

Our consumer campaign is being backed by trade promotional activity in the independent butcher, multiple retailer and foodservice sectors. In-store advertising using trolley sites and retailer magazines is being supported by point-of-sale materials and lamb recipe booklets in independent butchers and foodservice outlets.

A copy of Oliver's recipe booklet is available to download below, together with details of the EBLEX Autumn Lamb promotional campaign, the new QSM lamb radio adverts and Oliver's lamb vodcasts.