Switch in promtoional focus for New Zealand lamb in the UK

20 May 2011

FOR IMMEDIATE RELEASE

Switch in promtoional focus for New Zealand lamb in the UK

Beef + Lamb New Zealand has switched its promotional focus in the United Kingdom from mass media marketing of New Zealand lamb, to a more targeted programme that aligns with the individual commercial needs of exporting companies.

Beef + Lamb New Zealand Chief Executive, Dr Scott Champion said the shift in focus was made in response to an extensive piece of consumer market research in the UK/Europe.

“Alongside investment from a number of meat companies and also with the assistance of New Zealand Trade and Enterprise, we completed research which highlighted some interesting consumer insights. Lamb is the most expensive of all proteins in UK supermarkets and research highlighted that producers and exporters need to directly support the premium positioning of the New Zealand lamb brand.”

Dr Champion said the work Beef + Lamb New Zealand (and its predecessor company, Meat & Wool New Zealand) had done with generic marketing in the past had been very successful in keeping New Zealand lamb top of mind with UK consumers.

“That work has resulted in a 90 per cent brand awareness of New Zealand lamb.”

Dr Champion said having achieved such a high level of recall it was now time to switch focus towards encouraging consumer preference for New Zealand lamb, operating closer to the point of purchase. This has resulted in the major exporting companies investing their own funds alongside farmer levies into programmes that are customised towards consumer and retail needs alike.

Beef + Lamb New Zealand is now leading the development of a similar piece of research looking at important beef markets.

Market facts

* The UK is New Zealand’s largest sheepmeat market
* Sheepmeat exports to the UK are worth $29 million (2009/10 season)
* New Zealand lamb makes up 30 per cent of retail lamb sales in the UK

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