Lamb Ad Campaign Launched

January 28, 2002

Lamb industry officials believe a new advertising campaign for U.S. lamb is the most significant marketing effort in nearly a decade. The campaign is part of an effort by lamb producers to help build awareness and demand for fresh U.S. lamb products.

"We are pleased to announce the launch of the new American lamb advertising campaign as a way to help educate consumers about the many benefits of purchasing and enjoying American lamb," said Paul Rodgers, director of marketing for the American Lamb Council. "Research showed us that 76% of consumers don't know there is a difference between American lamb and imported lamb, yet when offered the option consumers overwhelmingly preferred lamb from the United States. Therefore, it is critical for U.S. producers to let consumers know about the benefits of American lamb and these ads are a key part of our overall plan to do just that."

The new ads are one part of a recent effort funded by a grant from the U.S. Department of Agriculture to educate consumers that U.S. lamb offers larger, more tender, milder-tasting cuts of meat. Retail promotions, outreach to the culinary community, a new "Fresh American Lamb" seal and extensive public relations activities all combine with the ads to create an integrated campaign promoting the benefits of American lamb.