March 15, 2004
Lamb Checkoff Educates Consumers and Chefs that American Lamb is a Great-Tasting Protein Source
The American Lamb Board (ALB) is capitalizing on the popularity of low-carb diets, which offers a great platform for American Lamb. The new "Eat Lamb for Protein" campaign will educate low-carb dieters and chefs that American Lamb is a great-tasting protein source. An "Eat Lamb for Protein" press release and fact sheet will be distributed to national and local food and nutrition media and foodservice trade publications. The campaign also includes new recipe development and desk-side visits with low-carb experts, chefs and national consumer magazines that cover low-carb diets.
Lamb Checkoff Promotes the American Lamb Difference and Alternative Cut Uses Within Appropriate Seasons
The ALB has extended the "Endless Reasons for Every Season" campaign to include a spring and fall satellite media tour on local broadcast stations and two radio news releases that will air on national and local stations.
The spring satellite media tour will be taped on April 8 and aired between April 8 and Easter. The tour, hosted by Bill Boggs (formerly of The Food Network), will feature seasonal American Lamb ideas for an Easter feast. The tour will capitalize on the popularity of lamb in the spring and ensure consumer preference for American Lamb. The first American Lamb Board Satellite Media Tour in November 2003 was picked up by more than 20 television stations nationwide totaling 4,100,000 consumer impressions. The first tour also resulted in four American Lamb placements in top market daily newspapers and news broadcasts, totaling 2,460,600 impressions.
Lamb Checkoff Secures American Lamb Placements with National Consumer Publications
As a result of its media outreach activities, the ALB has secured American Lamb placements with several national consumer publications. Look for American Lamb articles and recipes in these publications this spring and summer:
New Materials Now Available from American Lamb Board
- Woman's Day (April 2004 issue)
- Woman's Day "Eating Light" (Spring 2004 special edition)
- Self (May 2004 issue)
- Food & Wine (Summer 2004)
- Weight Watchers Magazine (April 2004 issue)
- Family Circle (Summer 2004)
- Better Homes and Gardens (date to be determined)
- Healthy Cooking (date to be determined)
All of the materials described below are now available by calling the American Lamb Board (ALB) at (866) 327-LAMB. You can also visit the ALB Web site - www.americanlambboard.org -- to download copies of the brochures and the first year report.
Industry Media Kit and Media Relations Guide
By knowing how to effectively deal with the media, leaders in the American sheep industry can help the ALB build awareness of the benefits and versatility of American Lamb.
A new industry media kit and media relations guide have been designed to assist the ALB and its industry alliance partners with media contacts and to help spread the positive messages about American Lamb.
The media kit includes fact sheets on lamb nutrition, sheep and sheep production, lamb buying and storage tips and much more.
Two new brochures featuring fresh American Lamb recipes also are included.
The media guide includes an "Overview of Media Relations" and the "Value of Publicity," "Key Steps to Great Publicity for American Lamb," "Media Do's and Don'ts" and a "Dozen Ways to Promote American Lamb."
The media kit is a first draft and suggested additions and changes are welcome. The fact sheets will be updated on a regular basis, and new sheets will be added based on industry feedback and questions from media interviews. The fact sheets are also available electronically so they can be customized.
The ALB is available to assist with media calls and questions. For recipes, food photography or information, please forward media to the ALB Web site - www.americanlambboard.org - or give the ALB office a call at (866) 327-LAMB. Working together, we'll be able to build consumer knowledge of and appreciation for American Lamb.
Information About the American Lamb Board: First Year Report and Lamb Checkoff Brochure
Lamb checkoff contributors recently received a report from the American Lamb Board, Bringing American Lamb to the Table.
The report highlights the ALB's first year including budget, strategies and promotional programs.
Copies of the industry report and the ALB's audited financial statements for July 1, 2002-September 30, 2003, are available upon request from the ALB office.
A full-color brochure describing the lamb checkoff process also is available. Inside are "Frequently Asked Questions" regarding the checkoff and an easy-to-understand description of how it works.
American Lamb Board Powerpoint Presentation
A copy of the ALB presentation that former ALB Chairman Tom Kourlis and ALB Executive Director Dan Borschke gave to the American Sheep Industry board of directors on Saturday, Jan. 24, 2004 is now available upon request.
Simple and Fresh American Lamb Recipe Brochure
A new recipe brochure, "Simple and Fresh American Lamb Recipes," is now available from the ALB. The brochure is filled with information about buying and preparing lamb and lamb's nutritional value. The recipes are simple, (less than 30 minutes), tasty and feature a variety of cuts. The recipes and food photography also are available electronically upon request.