Ad campaign means NZ lamb must look lively

New Zealand lamb exports to Britain face a new challenge next month as British producers launch their first marketing campaign for three years.

British beef and lamb advertising was largely silenced by the foot and mouth outbreak in 2000.

The new campaign is expected to make life tougher for New Zealand producers, but could have some positive spin-offs.

The British market is vital for New Zealand sheep meat, accounting for 25 per cent of the sector's total export receipts.

"New Zealand's advertising is going to have to be memorable to cut through the extra media activity," said Ann Berryman, Meat and Wool general manager of trade and market development.

The domestic promotion would aim at growing demand for locally produced product and boosting prices, and Berryman said that "to a degree, that strategy will suit New Zealand as well".

The supply-and-demand market across Britain and Europe meant that the extra marketing would hopefully end up increasing lamb consumption overall.

The New Zealand Lamb campaign has contributed to maintaining a market share of one third of all lamb consumed in Britain.