Consumers Build a Bold Brunch with American Lamb

The days are getting longer, the sun is feeling warmer and patio brunch season is here. The American Lamb Board (ALB) launched a Spring Brunch consumer campaign and promotional contest focused on bold and flavorful American Lamb.

"Many consumers have not cooked lamb for breakfast before and this was a great opportunity to show them how easy and fun it can be," says Peter Camino, ALB chair from Buffalo, WY.

The Spring Brunch themed content was shared through ALB's primary social media channels, newsletter and digital advertising. The contest component of the promotion led consumers to share how they would host an enjoyable brunch for friends and family.

Ten lucky consumers were selected out of hundreds of applicants to receive an entertaining prize pack which included all the necessities to organize a brunch gathering. Winners received enough product to host a party of 8, which included: 5 pounds of ground American Lamb, The Real Dill bloody mary mix, a $100 gift card to Farm Girl Flowers, "Baaaaa-runch" aprons, name tents and complimentary take-home bags for each guest.

The campaign featured brunch recipes on the American Lamb consumer website such as Moroccan Eggs with American Lamb and Harissa Yogurt, Skillet Huevos Rancheros with American Lamb and Ground American Lamb and Vegetable Frittata.

ALB is an industry-funded national research, promotion and information checkoff program that works on behalf of all American producers, feeders, seedstock producers, direct marketers and processors to build awareness and demand for American Lamb. ALB conducts promotion and research programs with the goal of creating greater demand and profitability for the entire industry. One of its long-term goals is to collaborate and communicate with industry partners and stakeholders to expand efforts to grow, promote, improve and support American Lamb.