The New Zealand Meat Producers Board is ploughing pounds 100,000
into a spring PR campaign through Attenborough Associates in a bid to
exploit the growing popularity of lamb.
Attenborough won the contract ahead of three other agencies: Infoplan,
Phipps PR and Green Moon, which has held the lamb account since
Attenborough’s other clients include Milupa, Wedgwood china and Mont
According to the Meat and Livestock Commission household spending on
lamb was up by 10 per cent in 1996. Spend on imported lamb was up by 23
per cent. This compared with a 14 per cent drop in expenditure on
Managing director Nick Attenborough said: ’The good thing about New
Zealand lamb is that it has never been tainted by food scares.’
The campaign aims to raise demand for frozen and chilled lamb through
media and promotional activity.
Attenborough is keen to play down competition with British producers,
claiming: ’There’s more than enough growth in lamb sales for both of
We can help each other by raising the profile of lamb.’
John Mabb, UK director of the New Zealand Meat Producers Board, believes
with three per cent more households buying lamb in 1996, demand will
continue to increase.
’Consumers do seem to have changed their habits,’ he said. ’Lamb mince
has become very common. Our campaign last year changed tactics to
talking about the product rather than the country of origin. We were
lucky with the timing - a month after we started the campaign, the BSE