The UK-wide ‘Make it Lamb’ collaboration will launch for the first time this year and aims to celebrate lamb’s versatility and natural flavour.

The campaign is a collaboration between all four UK red meat levy boards, led by Quality Meat Scotland (QMS), with the support of the Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru (HCC; Meat Promotion Wales) and the Livestock and Meat Commission (LMC).

The initiative will kick off on Sunday, September 1, and will involve activities running UK-wide featuring the farm-to-fork story along with recipe content.

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There will be a wide range of promotions, from farm-gate banners and magazine and newspaper advertising, to retailer and butcher promotional packs and social media influencers providing recipe inspiration.

Participating levy boards and campaign collaborators such as Red Tractor, the National Farmers Union (NFU) and the National Sheep Association (NSA) will be using a distinctive campaign logo, digital assets and toolkit to ensure consistent messaging about the benefits of lamb to encourage consumers to enjoy it as part of a healthy, balanced diet.

Additionally, a stakeholder pack will be shared with the wider industry, including retailers and processors, to allow for participation in the campaign through the use of digital assets across their own individual platforms.

QMS marketing director, Emma Heath, said: “We are delighted to be collaborating with the other levy boards in England, Wales and Northern Ireland to launch this new consumer-facing campaign which celebrates everything amazing about lamb.

“The marketing activity being undertaken by each levy board will ensure a wide-reaching national campaign during Love Lamb Week with consistent look and feel that still allows for tailored regional messaging too.”

QMS assistant brand manager, Rob Duncan, said: “The campaign’s main aim is to promote the many ways that lamb can be enjoyed, ranging from simple weeknight dinners through to traditional Sunday roasts.

“Lamb is such a versatile and high-quality product with so many different cuts to discover – it absolutely deserves the recognition that we aim to provide with this campaign.

“The dedicated campaign branding, toolkit and digital assets included in the pack shared with industry will mean we can achieve widespread consistent messaging, gaining maximum impact across all marketing channels.”