American Lamb Industry Adds Third Holiday Season
The American Lamb Board (ALB) continues to work to increase usage of lamb during the summer season with outdoor cooking campaigns. Most consumers associate lamb with holidays and special occasions. This summer’s campaign, Backyard BaaaBQ, is designed to make lamb an approachable choice for summer parties and to educate consumers about outdoor cooking techniques such as grilling and smoking.
From June to August, ALB is using a number of digital strategies to launch its Backyard BaaaBQ promotion, featuring American Lamb burgers, kabobs and chops. Backyard BaaaBQ is reaching consumers through social media posts and ads, email newsletters and food blogs. Check out the ALB consumer site for outdoor grilling and smoking recipes and videos.
“An American Lamb Board strategic marketing goal is to get people thinking about lamb outside of the usual holiday times,” said Peter Camino, ALB chairman from Buffalo, WY. “We’re introducing a new promotion this summer that extends our successful adventurous, simple and approachable eating theme.”
Several ALB online food influencers are contributing to the campaign, focusing on easy, approachable, summer grilling recipes. ALB recruited Grill Momma, a new influencer with 82,000 followers and the ability to make grilling fun and easy, to develop two new summers grilling recipes and videos:
Camino points out that Backyard BaaaBQ targets current and likely American Lamb consumers, summer entertainers/party hosts, at-home weekday cooks and anyone who likes to grill. “Backyard BaaaBQ is all about encouraging consumers to enjoy American Lamb outside of the usual holidays. Summer outdoor grilling is definitely the new third season for American Lamb,” says Camino.
About the American Lamb Board
The American Lamb Board (ALB) is the national promotion, research and information checkoff program that works on behalf of all American producers (commercial and seedstock), feeders, direct marketers and processors to build demand for American Lamb. Funding is through mandatory assessments paid by all industry segments. The 13-member board represents all industry sectors, geographic regions and sizes of production. The work of the ALB is overseen by USDA and supported by staff in Denver, CO. Almost two-thirds of the annual budget funds American Lamb promotion programs. For more information, contact ALB at info@americanlamb.com or 866-327-LAMB (5262).
