NZ lamb had to overcome negative consumer perceptions because it was frozen in comparison to mostly fresh UK lamb. Also the trade began to regard it as a cheaper, low quality substitute to UK lamb. Needed to maximize volume share during the spring season (when UK lamb is least available). Campaign focused on New Zealand as a natural grazing environment. Media used: TV and women's weekly and monthly magazines. Results: share in spring season shown to be much higher with advertising, long-term decline in the brand was halted by 1991. Advertising contributed over £9 million in net revenue.