The latest New Zealand lamb promotion in the UK aims to tickle the funny bone of British consumers.
The campaign, funded by sheep farmer levies, highlights New Zealand lamb's grass-fed, natural production.
But the advertising also takes a tongue-in-cheek line, in suggesting the lengths that New Zealand farmers will go in raising their free-range lamb.
Under the heading, "a national obsession", it shows a lifeguard - renamed a lambguard - looking after sheep which are grazing close to a stream.
Meat and Wool New Zealand's market development manager, Craig Finch, says the approach went down well with a consumer test panel in the UK late last year.
Mr Finch says as well as television and print media the New Zealand lamb promotion is appearing on-line in electronic consumer newletters that go to almost 250,000 British households.
Britain is still New Zealand's largest single lamb market. Last year more than 73,000 tonnes of lamb worth $656 million was shipped there.
