Attenborough adds flavour to the UK’s taste for NZ lamb

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.

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

1991.



Attenborough’s other clients include Milupa, Wedgwood china and Mont

Blanc pens.



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

beef.



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

us.



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

scare hit.’



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