New lamb initiative launches in Tesco UK supermarkets

28 September 2011

New lamb initiative launches in Tesco UK supermarkets

Silver Fern Farms in collaboration with Beef + Lamb New Zealand is today launching a new initiative with UK supermarket chain Tesco, offering New Zealand fresh chilled lamb under the Silver Fern Farms brand.

This is a new retail brand in the important UK market and a first for Tesco which has traditionally marketed lamb under its own supermarket brand. The lamb will be available today in selected high-end Tesco stores throughout the UK.

Silver Fern Farms Chief Executive, Keith Cooper said this was a first - and a significant opportunity for Silver Fern Farms and New Zealand farmer suppliers so careful attention was being paid to developing the new category of marketing.

The initiative is part funded by Beef + Lamb New Zealand farmer levies which Cooper said had enabled Silver Fern Farms to accelerate the programme.

“It’s always difficult for New Zealand brands to cut through in large complex international markets and Beef + Lamb New Zealand’s support has gone a long way to ensure we are able to make the sizable commitment required to support a consumer brand.”

Alongside the branded packs of conveniently packaged and proportioned lamb, there will be product demonstrations and sampling, regular recipes and trolley and basket advertising. An innovative online campaign will drive consumers to the Tesco and Silver Fern Farms websites and there’s the added incentive of winning a trip to New Zealand.

Beef + Lamb New Zealand Chief Executive, Dr Scott Champion said the investment of farmer levies into the initiative supported the organisation’s approach of working on targeted programmes that align with the individual commercial needs of exporting companies.

Champion said the UK market research had highlighted the biggest gains were to be made by getting closer to the consumer and the point of purchase.

“Having achieved a 90 per cent brand awareness of New Zealand lamb in the UK market through generic marketing, it’s now time to switch focus to encouraging consumer preference, closer to the point of purchase.”

ENDS

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