Last week the American Lamb Board (ALB) launched “Feed Your Adventurous Side,” a consumer campaign representing the spirit of today’s lamb industry. We met up with them during NAFB’s Trade Talk to hear the details first hand.
“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, ALB chairman and Ohio sheep producer. “The digital nature of ‘Feed Your Adventurous Side’ allows focused promotions within the campaign at key times and locations.”
Lamb offers a unique and adventurous flavor capturing the attention of today’s adventurous consumer. 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.
Listen to my complete interview with Jim to hear the details of their flavor research, what lamb menu items are trending and get a glimpse into their long-range plan. Interview with Jim Percival, American Lamb Board