Make it with Lamb: Share the message

In season lamb is hard to beat. That’s why AHDB, QMS (Quality Meat Scotland) and HCC (Hybu Cig Cymru - Meat Promotion Wales) have come together to help highlight to consumers what sets lamb apart in terms of flavour, as well as its versatility and simplicity as a cooking ingredient. 

A national advertising campaign, supported by TV presenter and chef John Torode, has been launched across video on demand, radio, print, social media and online. The aim is to encourage consumers, with a focus on families and older couples, to add lamb to their shopping baskets. 

The second phase of the campaign runs from 1 September to 26 October 2020 and commences with this year’s UK wide Love Lamb Week (1 – 7 September).

Spread the word

Support the #MakeItLamb campaign where you can e.g. via social media or email. We have a range of free digital assets that can be used – from delicious recipe images and videos to health and environmental infographics to help spread the word.

Click here to download free assets for your use

(file size: 464mb - file may take a couple of minutes to download)

We also have a Butcher's Kit containing 100 recipe cards (4 x recipes) and a lamb recipe poster. These are available, free of charge and best suited for butchers and farm shops. To pre-order this kit, please email

Get involved!

Do you have a favourite lamb recipe you could share? Or a top tip for cooking with lamb? We’d really value your support by sharing these on social media, using the hashtag #MakeItLamb. 

If you make a lamb dish, why not share a pic or video? Use #MakeItLamb and tell us why you love lamb. 


John Torode | Photography: Gareth Morgan



Follow us on social media

For lots more content, follow AHDB’s consumer social media channels, join in the chat, and share our posts. 


Simply Beef & Lamb


Simply Beef & Lamb


Simply Beef & Lamb

Looking to share some lamb inspiration?

Over on our website you’ll find plenty of mouth-watering content that can easily be shared to your social media channels too. Such as: 

Consumer Make It Lamb campaign page

Lamb recipe collections 

Unusual pairings with lamb blog


Why do we need your support?

The loss of food service due to the Covid-19 pandemic has had a significant impact on the lamb industry, and although more meals are being cooked at home and eateries are now opening thir doors again, this does not come close to making up the food service shortfall. 

It’s no secret that lamb sales have been in long-term decline, with annual reductions in sales, and as of June 2019 only 53% of UK households buying lamb. 

This campaign aims to provide a short-term increase in retail sales of lamb through advertising, whilst increasing consumer confidence to cook with lamb through digital media. 


Nutritional benefits of lamb

Lamb is naturally rich in protein, low in salt and provides seven vitamins and minerals that contribute towards good health: zinc, vitamin B12, vitamin B6, niacin (vitamin B3), potassium, pantothenic acid (vitamin B5) and phosphorus. 

Red meat such as lamb is one of the main sources of vitamin B12, which typically is only found naturally in animal products such as meat and milk. Vitamin B12 helps the immune system to work normally, helps reduce tiredness and fatigue and supports normal psychological function.