Retail lamb sales jumped an average of 8.6% in England over the last three months of 2007 on the back of a high-profile autumn marketing campaign.

TNS data shows retail sales of lamb in England were up 6.2% year-on-year in October, 15.9% in November and 3.15% in December.

The English Beef and Lamb Executive says the increase, which equates to a 1,700 tonne rise in the volume of retail cuts to 80,000 tonnes , was due to its Autumn Lamb marketing campaign. Eblex estimates the retail value of the extra sales was £9m, taking annual sales to £510m.

At the campaign's peak in November, 5% more shoppers were buying lamb than in the same period a year earlier, said Eblex.

The promotion began with a press and TV campaign in late summer, as well as the distribution of three million Quality Standard Autumn Lamb recipe leaflets, posters outside 1,000 supermarkets, radio competitions and press adverts.

Promotions also included mobile poster ads, radio and a regional press campaign. The initiative was funded by farmers' levy money, as well as funding from seven Regional Development Agencies and the government's foot and mouth promotional aid package.

While the results showed that the British public valued farmers and the quality of their lamb, the industry still needed to collaborate to ensure the benefits were passed along the supply chain, said Eblex chairman John Cross.

Earlier this month Eblex released research showing that consumers are increasingly looking to buy British-produced meat.

"Sheep producers will need continued consumer support as we enter a critical time of the lamb marketing year," he added. "With that in mind, Eblex particularly welcomes the commitment by those major retailers who have extended their seasonal commitment to Quality Standard lamb."

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