A new campaign to promote New Zealand lamb in the UK has been launched by Meat & Wool New Zealand this week.

Meat & Wool New Zealand General Manager, Market Development, Craig Finch said the campaign signals the start of the new lamb season and it highlights the attributes valued by consumers in the UK.

"We know from our research that British consumers love that our lamb is raised on green grass year-round and in natural farming systems.

"The advertising takes a humorous view of the lengths to which New Zealand sheep farmers go in raising the world's finest free-range lamb."

Using the theme of "A National Obsession" the advertising shows a lifeguard - renamed a lambguard - looking after sheep which are grazing close to a running stream.

The campaign to promote New Zealand lamb will have a presence on television through food channel sponsorships, although the major focus is on print and online media.

"Increasingly we are using online communications to reach consumers. For instance, using consumer e-newsletters containing recipes, competitions and tips, almost a quarter of a million British households are receiving information about New Zealand lamb in every issue."

Mr Finch said the advertising campaign can be viewed on the website targeting British consumers www.national-obsession.com. This site contains a range of material promoting New Zealand lamb including recipes, webcasts by New Zealand celebrity chef, Peter Gordon, showing three of his favourite lamb dishes, webcasts of New Zealand farmers and a competition to win flights to New Zealand in association with Air New Zealand.

This campaign is funded by New Zealand sheep farmer levies to keep the New Zealand lamb brand in front of consumers in this important market. Last year 73,321 tonnes of New Zealand lamb, worth $656 million, went into the UK - New Zealand's largest single market.

ENDS