Love Lamb Week campaign to celebrate naturally delicious British lamb

Amongst others, the campaign aims to highlight to consumers the advantages of the UK climate, with its rainfall and lush grass, making it the ideal place to produce naturally delicious lamb.

Farmer influencers will take part in promoting UK lamb during LLW by showcasing the natural landscape and sustainability credentials of their own sheep farms, as well as cooking up their favourite shepherd’s pie recipe.

The ‘Shepherds and their Pies’ social campaign will feature modern, creative takes on the traditional shepherd’s pie, focusing on the value, versatility, and tastiness of lamb mince.

In addition, major retailers will be promoting LLW on their websites and consumers will find on-pack stickers in store on mince, lamb chops, shoulder joints, and meatballs.

Carrie McDermid, head of marketing at AHDB, said: “The ‘Shepherds and their Pies’ campaign aims to encourage producers, farmers, and butchers alike to sing the praises of UK lamb, and to reassure consumers, during a time when food prices are rising, that lamb mince can be a tasty, good value and easy-to-use ingredient in their family meals.”

The industry-wide initiative is led by AHDB and supported by an array organisations, including Hybu Cig Cymru (Meat Promotion Wales), the Livestock and Meat Commission (LMC) in Northern Ireland, Quality Meat Scotland (QMS), as well as the National Sheep Association (NSA), NFU, NFU Scotland, the Ulster Farmers’ Union and Red Tractor.

Those sharing photos, top cooking tips and recipe ideas in support of the campaign are encouraged to use the hashtags #LLW2023 and #ShepherdsandtheirPies and tag LLW on the various social media platforms.

The AHDB website also has downloadable social assets and free-of-charge marketing materials such as children’s activity sheets, recipe leaflets and farmgate banners (while stocks last) available to those wanting to get involved.