Make it Lamb

What is Make it Lamb?

The nationwide campaign champions the exceptional taste of British lamb while shining a light on the dedication of the farmers who produce it.

This year, we’re proud to say Make it Lamb was farmer-led – placing the real stories and voices of British sheep farmers at the heart of the campaign.

We showcased their commitment and passion in producing British lamb and how they like to work with nature on their farms.

The campaign took a social-first approach, supported by PR, in-store promotional activity with major supermarkets and marketing resources available to order to help spread the message far and wide.

How we supported the campaign

The campaign was a collaboration between all four UK red meat levy boards and supporting industry partners, with activity taking place nationwide to champion British lamb.

Our Simply Beef and Lamb social content reached more than 4.5 million people, sharing authentic farmer stories across Facebook and Instagram.

Alongside this, our print advert appeared in the iWeekend, which has a circulation of 117,173, while wider press coverage generated 170 mentions of Love Lamb Week across print, magazines, online, radio and TV – reaching an estimated 3.3 million people.

We partnered with seven major supermarkets to place 350,000 Make it Lamb stickers on lamb products in-store. We also created a suite of shareable resources – from recipe leaflets and stickers to children’s activity sheets and farmgate banners.

More than 1,500 resources were ordered, helping to amplify the campaign’s reach and celebrate British lamb across the UK.

Get involved

Although Love Lamb Week is over for another year, you can still support our activity and raise the profile of British lamb:

• Order promotional items: Stickers, children’s activity sheets and recipe leaflets to share with customers, friends and family (limited availability)
• Spread the word on social media: Follow us and like our content on the Simply Beef & Lamb Facebook and Instagram channels
• Explore recipe ideas on our Simply Beef and Lamb website

Social media

Social media is an important way to reach consumers on a regular basis, and it’s something we use throughout the year to promote British lamb.

Support our marketing activity across social media by following our channels below and liking and sharing the content with your friends and family.

Collaboration

This year’s Make it Lamb campaign was a collaboration between all four UK red meat levy boards: AHDB, Quality Meat Scotland (QMS), Hybu Cig Cymru (HCC; Meat Promotion Wales) and the Livestock and Meat Commission (LMC).

It was also supported by the National Sheep Association (NSA), the National Farmers’ Union (NFU), the National Farmers’ Union Scotland (NFUS), the Ulster Farmers’ Union (UFU) and Red Tractor.

Love Lamb Week is an initiative owned by the NSA, established in 2015. It runs annually from 1 to 7 September with a view to provide the perfect opportunity to highlight the benefits and versatility of British lamb and encourage people to eat it during its peak season.