Meat and Wool New Zealand is kicking off a major advertising campaign to mark the arrival of new season NZ lamb in the UK.
The body will spend £1.3m on advertising on terrestrial and satellite TV channels, in women’s and food magazines and on a PR drive.
The campaign, starting on Monday (January 16), will be intensified around Easter, Mother’s Day and the Whitsun bank holiday and will run until the end of April.
The TV commercial, filmed on location in New Zealand, promotes NZ lamb as fast to cook and versatile.
It will target families and couples simultaneously.
There will also be a major PR focus on the arrival of chilled NZ lamb, while next week has been designated New Season New Zealand Lamb Week.
Meanwhile, New Zealand has been granted a small increase in its lamb quota.
In 2006, the country can export 227,854 tonnes to the European Union, up 1,154 tonnes, or half a per cent.