08 Jul 2020 --- As the out-of-home dining sector has been put on hold during the COVID-19 pandemic, stakeholders in the traditional meats sector have taken action to raise livestock consumption. To this end, the first phase of a UK-wide campaign encouraging consumers to increase their lamb consumption is set to launch this month. Backed by prominent meat sector organizations, the “Make It Lamb” initiative comprises videos, radio sponsorship and digital and social advertising, as well as local news partnerships.