‘Tender N.Z. lamb’ TV promotion for tough British market

Press, Volume CXV, Issue 33740, 13 January 1975, Page 2

‘Tender N.Z. lamb ’ TV promotion for tough British market

(From i

ROBERT HORROCKS,

N.Z.P.A. staff correspondent.)

LONDON, January 12.

A big television advertising campaign will promote the tenderness of New Zealand lamb in Britain this year.

At a time when New Zealand lamb faces difficult competition and eroded profit margins because of rising costs, the outlook for 1975 is far from rosy. The New Zealand Meat Board’s London office, which is completing its promotion plans, said: “We are going to take the initiative. This year we have decided the market is going to be tough and we have got to come out early and maintain continuous promotional pressure.’’ Intensive The budget has been increased, but no place will be found for continuing advertisements in women’s magazines. The main effort will be a series of 15-second television commercials from early February. “It will be one of the heaviest television campaigns we have had,” said the board’s promotional executive (Mr B. Wadsworth). “It will be quite intensive.

and certainly will involve more frequent spots than last year.” The board will distribute display material to butchers and supermarkets, and hopes to be involved in a number of store promotions in which importers and store-owners contribute to the cost.

Experience The campaign — using the slogan “Take home a little tenderness today” — incorporates many lessons learnt during the “boost” campaign devised for New Zealand lamb during the last English summer.

“In terms of measured response, that was probably the best campaign we have had,“"said the board’s European director (Mr D. Fechney>. When promoting New Zealand lamb in Britain, the board strives to achieve the greatest possible return to the producer in terms of marketing opportunities. The opportunities this year do not look particularly good. Beef supply “This will probably be more difficult than any previous year,” Mr Fechney said. “As far as meat is concerned there is not going to be any shortage. The real question

mark is what the level of demand will be — and the demand will be affected by factors like inflation and unemployment.” Demand for lamb is controlled largely by the state of the beef market — plenty of beef is available, so the chances of a significant increase in lamb prices are slim.

Beef farmers, particularly in Ireland, are in militant mood — and this indicates concern that the price for their product is unlikely to improve. Mr Fechney says that “in terms of New Zealand lamb we expect a better year than last year.” He points out that the new year has begun with prices below the “outrageously high” levels of this time last year, and that this might lead to a more constant market. But he wishes that better new season’s supplies had been available. “Lambs not sold in January are normally very costly animals,” he said. “It is a pity we could not have had more lambs earlier. It is hard to catch up on any backlog.” Ds sell well

The demand is great for new season’s D lambs, (the smallest and most sought category). They are selling at up to 31p per lb (about 65.5 p or 116 c a kilogram) at Smithfield, and orders were held over last week because of the scarcity.

New Zealand will sell more than 200,000 tonnes of lamb in Britain during 1975, but shipments during December, when the new season’s stocks became available, brought in 15,700 tonnes. This month only 19,000 tonnes are expected, almost 5000 tonnes less than in January, 1974. During February and March, however, more than 55,000 tonnes is expected, 10,000 tonnes more than in the same period last year. Competition Now is a good time to have New Zealand lambs selling at Smithfield. Home-killed lambs

—strictly speaking classified as hogget since January 1, but that is not a familar 'escription to British housewives—are getting too large and too fat for many butchers. Slaughtering has dropped off, and some of the remaining smaller carcases are destined for the recently reopened French market, which is more lucrative.

Britain is enjoying a mild winter, and there must be some likelihood of an excellent lambing season. Breeding stocks are at last year’s high level, and New Zealand lamb might face its toughest opposition in the latter half of its five-month promotional

period—particularly after this slow start. Another headache for importers of New Zealand lamb is quantity of stock from last season; about 20,000 tonnes is held in public cold stores, but this does not take into account the amount held by importing companies.

According to Mr L. Moss, spokesman for the National Federation of Meat Traders, some 1973 lambs are still reaching butchers.

Stocks of old New Zealand lambs have been higher at this stage of the year, but Mr Fechney said he would be a lot happier if stocks were about 8000 tonnes lower.