a fresh new brand to promote lamb consumption in Europe
To change engrained perceptions around Lamb as an ingredient and create preference for it as an easy everyday culinary option, we've developed and promoted a fresh, modern brand to resonate with 30-55 year old consumers across the UK, Ireland, France, Germany, Belgium, and Denmark.
Consumers tend to be reluctant to buy lamb as it perceived as an expensive and time-consuming meat to cook.
Previous campaigns for long have highlighted rational benefits such as simplicity and speed. Instead, we focused on creating more emotional resonance by tapping into the unique taste of lamb, as well as reminding consumers that cooking is a fun and creative experience.
fans on UK