The American Lamb Board (ALB) announces the launch of “Feed Your Adventurous Side,” a consumer campaign representing the spirit of today’s lamb industry.
Research conducted for the American Lamb Board shows an opportunity to position lamb as offering unique and adventurous flavor to capture consumers’ attention. The campaign reaches out to people most likely to desire new food favorites with lamb through social media, websites and other online destinations, supported by retail, foodservice and influencer programs. By capitalizing on how the target audience connects with information today through digital means, American Lamb will be in front of adventurous consumers.
“This new positioning for American Lamb as the adventurous, versatile protein option talks directly to people we call “Flavor Seekers” who are bored with ordinary food options. Millennials are an important part of our audience,” says Jim Percival, Xenia, Ohio, ALB chairman. “The digital nature of ‘Feed Your Adventurous Side’ allows focused promotions within the campaign at key times and locations.”