• By Francesca Rilotelli
• Published 09/12/2012

I was very pleased to learn this week that my roast of choice, lamb, is to get a £850,000 ATL advertising boost. The proposed campaign includes television, online, billboard poster and magazine advertising, as well as a prize of a luxury trip away with a top young chef cooking his favourite lamb recipes for the winner!

Laura Dodds, market development manager with a Wales-based red meat promotion agency, said: “This is one of the most comprehensive advertising campaigns we have ever undertaken, driven by our desire to see Welsh lamb installed as the number one choice on dinner tables.

“Our advertising campaign covers all media, while both independent butchers and supermarkets that sell Welsh lamb will be supplied with posters and recipe booklets that consumers will be able to take home with them to try out.

“It all falls under our ‘Quality Time’ message, that Welsh lamb is a premium product that is surprisingly versatile and can be cooked quickly to suit today’s hectic lifestyle.”

Anyone buying Welsh lamb this autumn will also be able to enter a unique competition to win a three-day luxury break for up to eight people in the Brecon Beacons and be treated to a top class three course meal, including a Welsh lamb dish cooked by chef Luke Thomas.

About the Author : Francesca Rilotelli is writing about lamb recipes.