As part of the strategy to remind consumers how much they love the taste of lamb, AHDB’s new ‘Hits You in the Chops’ advertising is live in stores, online and on radio. Promoting lamb’s ease to cook, versatility and of course flavour highlights its ability to be a quick ‘thrown together’ midweek meal, as well as a stunning Sunday roast. The £1.4million marketing campaign aims to stem the steady decline in lamb sales and boost consumer attitudes towards the meat across a number of different target audiences.
