February was Lamb Lovers month, and the 2024 ad campaign, “Show Us Your Chops,” reached over 125,000 culinary enthusiasts across three targeted demographics. The campaign helped drive more than 10,000 unique visitors to the American Lamb Board consumer website. Once on the site, visitors learned more about American Lamb, had access to recipes, and had the option to enter a campaign contest to win a Dutch oven and two racks of American Lamb.
“This campaign proved to be a cost-effective advertising campaign for reaching culinary enthusiasts and provided some key insights into various demographics targeted by the campaign,” said ALB chairman Jeff Ebert.
The campaign ran ads on Facebook and Instagram targeting consumers interested in dining and cooking. The audience was then subdivided into three segments by age and stage of life:
Culinary Curious (28-34 years old)
Well-off urban professionals with a passion for cooking, this group represents a fusion of culinary enthusiasts and city dwellers looking to enhance their cooking skills and enjoy the gourmet experience.
Culinary Hustlers (35-44 years old)
These bustling suburban households are juggling busy schedules. They gather as a family to savor homemade culinary creations, and with scarcely a moment to spare, they seek quick and flavorful dinner solutions.
Culinary Connoisseurs (48-67 years old)
With substantial spending power, these empty nesters are passionate about cooking and now have more leisure time on their hands. They represent a convergence of culinary connoisseurs and seasoned home chefs.
While the first two groups saw the most views and had a bigger overall reach, the Culinary Connoisseurs (48-67 years old) saw the most clicks and engagement. This group experienced five times as many post reactions, shares, and saves, plus fifteen times as many comments as the other two segments. This group was also the most likely to spend time on the American Lamb consumer website.
Helping Consumers Cook Up New Dishes
Much of the campaign’s success can be attributed to sharing recipes and information about American Lamb across multiple platforms.
The ALB Blogger Network promoted the campaign. Three influencer chefs in the network shared their love for American Lamb, described its taste for people who had never tried it, and shared their favorite recipes. (https://americanlamb.com/news/lamb-lovers-month-influencer-edition/)
Throughout the campaign, consumers could find amazing “chop” recipes for the “Show Us Your Chops” campaign on other influencer and social sites.
Consumers visiting the Homemade site during the campaign could cook up Date Night Lamb alongside nationally recognized chef Joel Gamoran, who founded the site, which is now America’s largest cooking school and offers free online live cooking classes to home cooks. (https://homemadecooking.com/class/date-night-lamb/)
Or, followers of the popular food-centric, live-streaming platform Kittch could cook up the 5-star Grilled Lamb Chops with Fermented Bean Curd Sauce by Anna and Ni Nguyen. (https://kittch.com/anna–ni-nguyen/recipes/cu-nng-chao-or-grilled-lamb-chops-with-fermented-bean-curd-sauce-yu-choy-and-lemon)
Together, this campaign and the vast resources targeting a growing group of culinary enthusiasts successfully generated much interest in American Lamb.
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American Lamb Board – 2024
