From March through to the end of May, Alliance Group Ltd, in conjunction with Beef + Lamb New Zealand (B+LNZ), conducted a marketing campaign for major UK retailer Sainsbury’s to promote New Zealand lamb.
The campaign, with matching funding from the company and B+LNZ farmer levies, provided support for consumer-ready cuts such as leg steaks and loins using recipe advertising in Sainsbury’s own consumer magazine and on over 38,000 shopping trolleys in the retailer’s English stores. A coupon campaign has also been running, aimed at encouraging infrequent or lapsed purchasers to return to the lamb cabinet.
Sainsbury’s is the second largest retailer of lamb in the UK and has a loyal customer base of lamb consumers. The recipes chosen for the advertising campaign were also aimed at enticing buyers who might be new to cooking lamb.
Alliance Group is the major supplier of New Zealand lamb to Sainsbury’s and through its UK marketing company, New Zealand Farmers Ltd, has worked closely with Sainsbury’s on the campaign’s design and implementation.
New Zealand Farmers Ltd General Manager, Brian Johnston said: “The intention was to engage with Sainsbury’s customers at store level during the key selling periods around Easter and during several Bank Holiday weekends in May.” He went on to say the campaign had gone “extremely well and increased the profile of New Zealand lamb in Sainsbury’s”.
Dr Scott Champion, B+LNZ Chief Executive said: “Alliance Group’s promotion work with Sainsbury’s was timed to coincide with a particularly strong selling period for New Zealand lamb. Using supermarket trolleys as an advertising medium has reminded consumers to purchase New Zealand lamb while they’re doing their shopping, and we look forward to positive results for the campaign as a whole.”
copyright: NARGON - the National Association of Retail Grocers of New Zealand