Younger consumers are under the spotlight as part of a £1.2m lamb promotion by the Meat and Livestock Commission. The latest Nice and Simple campaign, which starts on October 1, will include three TV ads featuring Harry Enfield's Tim Nice But Dim, a PR campaign with new recipe ideas and a full programme of activities with butchers and supermarkets.
MLC consumer marketing manager Chris Lamb said: "This year's campaign will build on our success in promoting lamb to a younger audience while at the same time ensuring we continue to keep lamb well at the top of the meals agenda for our traditional consumers."