Love Lamb Week: Make it Lamb

The nationwide campaign champions the exceptional taste of British lamb while shining a light on the dedication of the farmers who produce it.

The campaign takes a social-first approach, supported by PR, in-store promotional activity with major supermarkets and marketing resources available to order to help spread the message far and wide.

The campaign is a collaboration between all four UK red meat levy boards and supporting industry partners, with activity taking place nationwide to champion British lamb.

This year, our Simply Beef & Lamb social content sees us partnering with Charlotte Kingham, Head Butcher at Jeremy Clarkson’s pub The Farmer’s Dog, and former The Great British Bake Off contestant and sheep farmer Mike Wilkins, with videos showcasing lamb cuts and recipe inspiration.

We’re also partnering with six major supermarkets to place over 550,000 Make it Lamb stickers on British lamb products in-store.

We’ve created a suite of shareable resources – from stickers and children’s activity sheets to farmgate banners. In 2025, more than 1,500 resources were ordered, helping to amplify the campaign’s reach and celebrate British lamb across the UK.

Lamb-focused educational resources will also be available through the Food – a fact of life website for schools to support learning in classrooms and at home.

Support our activity and raise the profile of British lamb:

• Follow, like and share our content on the Simply Beef & Lamb Facebook and Instagram channels

• Order free promotional items such as farmgate banners, stickers and children’s activity sheets for farm shops, butcher shops, cafes, etc.

• Ordered a farmgate banner? Take a photo of it up on your farm (preferably with you in it too) and tag us on Facebook and Instagram​

Social media is an important way to reach consumers on a regular basis, and it’s something we use throughout the year to promote British lamb.

Support our marketing activity across social media by following our channels below and liking and sharing the content with your friends and family.

Collaboration

The Make it Lamb campaign is a collaboration between all four UK red meat levy boards: AHDB, Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC; Meat Promotion Wales) and the Livestock and Meat Commission (LMC).

It is also supported by the National Sheep Association (NSA), the National Farmers’ Union (NFU), the National Farmers’ Union Scotland (NFUS), the Ulster Farmers’ Union (UFU) and Red Tractor.

Love Lamb Week is a national camapign owned by the NSA, initiated in 2015 by the late Rachel Lumley. It runs annually from 1 to 7 September with a view to providing the perfect opportunity to highlight the benefits and versatility of British lamb and encourage people to eat it during its peak season.

• 350,000 on-pack stickers across seven retailers
• 170 pieces of media coverage
• Over 1,500 marketing resources ordered
• Campaign content seen on social media over 4.5 million times
• Full-page ad in the iWeekend (circulation of 117,173)
• Over 186,000 engagements on our social posts