A fresh new brand to promote lamb consumption in Europe.

Brief.

To develop and establish a fresh, modern brand for lamb that would resonate with 30-55 year old consumers across the UK, Ireland, France, Germany, Belgium, and Denmark, and help drive greater credibility and preference for it as an easy culinary option.

Solution.

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

Execution.

We created a digitally literate lamb brand and launched a multi-channel awareness campaign that delivers inspiration via new, exciting, and tasty lamb recipes, as well as content created by our chef ‘Lambassadors’.

This has been executed across a multi-lingual website, print advertising, YouTube pre-roll video ads, digital display banners and social advertising, social and content marketing, PR and trade marketing.

Results.

28,000 new fans on UK social platforms
5m UK digital advertising impressions
6.9% average post engagement
5x return on investment