Bord Bia’s lamb promotional campaign on the domestic market, which will launch on June 18, is expected to boost lamb sales throughout summer and autumn months.
According to the IFA’s national sheep chairman, Sean Dennehy, all of the supermarkets have now moved over to new season lamb and retail promotions have commenced.
After meeting with Bord Bia’s sheep-meat team to discuss the campaign, Sean said there will be a TV advertising campaign to also coincide with an EU lamb promotion during July and September. There will be advertising and promotions involving seven weeks of TV advertising and four weeks of outdoor advertising and digital media, Sean said. The EU campaign involves the Try It, Love It theme for lamb, geared at younger consumers.
Sean also said the Muslim festival of Ramadan on May 15, significantly helped the trade over recent weeks.