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 campaign to appeal to 30-55 year old consumers across the UK, Ireland, France, Germany, Belgium, and Denmark.


 

the expertise we've applied includes:

  • Build & Development
  • Brand Development
  • UX & Design
  • PPC & Paid Social
  • Press Advertising
  • Display Advertising
  • Social & Content Marketing

driving awareness and consumption.

With consumption of lamb meat falling, the requirement was to develop and establish a distinctive new 'brand territory' for lamb and produce content that would resonate with 30-55 year old consumers across six European countries.

The objectives were to help drive greater credibility and preference for it as an easy culinary option as well as to raise awareness of the key role lamb production plays in preserving the landscape and sustaining rural farming communities across Europe.

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putting the fun back into cooking.

Consumers tend to be reluctant to buy lamb as it is perceived as an expensive and time-consuming meat to cook.

Previous campaigns promoting lamb have consistently long highlighted rational benefits such as simplicity and speed. As our campaign needed to also inspire, we decided to focus 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. A further challenge was originating an identity that could translate across 5 different languages. The outcome was our LAMB.TASTY EASY FUN brand and strap line.

a multi-channel, multi-regional campaign.

We created a new, digitally-literate brand look-and-feel complete with design guidelines and assets, which we translated into 5 languages. We then designed and built a multi-lingual website full of inspiring recipes, as well as a full set of multi-channel campaign assets.

We then launched a multi-country awareness campaign that delivers inspiration via new, exciting, and tasty lamb recipes, as well as content created by our in-country chef ‘Lambassadors’. The campaign has been tailored to each country's market requirements, but in the UK this has been executed across print advertising, YouTube pre-roll video ads, digital display banners and social advertising, social and content marketing, PR and trade marketing - over a three year cycle.

Our social campaign includes a blend of fun and educational content, including contributions from our two ‘Lambassadors’ - Cyrus Todiwala, OBE DL, and Sabrina Gayour - who have shared exclusive culinary tips and recipes. At its core our campaign succeeds in reminding consumers that cooking (with lamb) is a fun and enjoyable activity.

 

 

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fans on UK

social platforms

20,000

£1.5m

total estimated

value from

PR

5x

return on

investment

fuROI

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