American Lamb Board News
July 15, 2004
July 15, 2004 --
ALB Partners with Buena Vista Wines and Kraft Pasta Salads on Summer Retail Promotion
A retail promotion has partnered American Lamb with Buena Vista Wines and Kraft Pasta Salads for the grilling season.
Coupons for $1 off fresh American Lamb are being distributed on bottle-neckers of Buena Vista wines. In addition, the neckers include a simple "Rocky Mountain Grill" recipe for lamb loin chops.
To support the promotion, the American Lamb Board developed two "on-pack" offers: The first on-pack features a consumer sweepstakes to win a trip to Buena Vista Winery in California. A second on-pack offers a $3 refund on the purchase of olive oil and bagged salad with purchase of American Lamb. The promotion also offers a 35? coupon for Kraft Pasta Salad. The lamb on-packs also provide the recipe for Rocky Mountain Grill.
The on-pack labels are available to lamb suppliers at no charge. Just call (800) 530-0784 to order your labels (packed in rolls of 100 labels).
American Lamb Board Promotes Grilling
This summer, the American Lamb Board will promote grilling with American Lamb.
The American Lamb Board will team up with Hormel Foods' Peloponnese and Marrakesh Express products and Woodbridge Select Vineyard wines on a national, full-color newspaper press release. This feature, titled "Mediterranean Flavors for the All-American Grill," will appear in the food editorial pages of daily newspapers. The release includes recipes for Grilled American Lamb Kabobs with Orzo, Pesto Grilled American Lamb Chops with Couscous and Mediterranean Salsa and American Lamb Pitas with Roasted Peppers, Cucumbers and Feta.
In addition, the American Lamb Board sent a "Fresh American Lamb Livens up the Grill" release to weekly community newspapers nationwide. This release featured lamb preparation tips as well as a recipe for Raspberry Glazed American Lamb Steaks.
Lamb Checkoff Sponsors Chef Recipe Contest
The American Lamb Board is conducting an American Lamb Recipe Contest to encourage chefs to use American Lamb year-round.
The ALB will be sending a postcard announcement to leading chefs. In addition, contest information will be posted to chef and foodservice Web sites.
The ALB will be partnering with the Culinary Institute of America (CIA) at Greystone to help with recipe testing and judging. The CIA will select a panel of judges including CIA representatives, a food media representative and other culinary professionals from the Napa Valley area. Final judging will take place in late June.
A press release announcing the winning chefs and recipes will be distributed to foodservice trade media, editors of national consumer magazines and local newspapers.
ALB Sponsors "(Meat Lovers Know)" Campaign Ads and More
The American Lamb Board's advertising campaign built around the theme "(Meat Lovers Know)" invites consumers to enjoy Fresh American Lamb. The national print advertisements have appeared in Cooking Light, Gourmet, Food and Wine and Bon Appetit and have delivered more than 62 million consumer impressions to date.
To extend the effectiveness of the consumer advertising, the ALB works with its media partners to secure extra "value added" opportunities such as Bon Appetit's Blues, Brews and BBQ event in Beaver Creek, Colo. Bon Appetit grilled American Lamb kabobs for more than 5,000 attendees at the Memorial Day event. To date, value-added opportunities such as this have delivered in excess of 29 million consumer impressions.
The ALB also identifies outdoor advertising opportunities - strategically placed advertisements at key venues and events. ALB uses billboards and bus shelters to extend the advertising messages to consumers and the lamb industry. ALB's "(Meat Lovers Know)" advertisements have been on billboards in Sacramento during the American Sheep Industry convention, Nashville during the American Meat Institute's convention, Baltimore during the International Association of Culinary Professionals meeting and Chicago during the National Restaurant Association's show. ALB also had a mobile billboard in Howard County, Md., during the Maryland Sheep and Wool Festival. This out-of-home advertising has delivered an additional 10 million consumer impressions.
American Lamb Video Program Will Fly in August
Look for the American Lamb Board's in-flight video on United Airlines eastbound flights throughout the month of August. The video will showcase mouthwatering American Lamb dishes along with expert commentary to reinforce its appeal. The demographic profile of United passengers aligns nicely with the ALB's epicurean target market. The United video will reach 1.4 million consumers and will also be used for several additional American Lamb marketing initiatives and promotions -- stretching the investment.
Lamb Web Site Revamped
Visit the new and improved American Lamb Board Web site -- www.americanlambboard.org. The site contains a new searchable recipe database as well as updated lamb market information. Check out the site regularly to order brochures and posters and to see highlights of ALB activities, programs and strategies.
American Lamb Board Meets in San Angelo
The American Lamb Board met in San Angelo, Texas, May 20-22, 2004. The Board reviewed FY 2004 activities, program proposals and budgets for FY 2005 and held a Q & A session with local producers and auction markets. The meeting provided an opportunity for industry partners to meet the Board, learn about ALB programs and strategies and provide feedback.
The American Lamb Board (ALB) is committed to keeping the industry informed about how the checkoff assessment dollars are being invested in promoting American Lamb. If you want to schedule a Lamb Board representative to attend an upcoming meeting, contact Megan Wortman at (866) 327-5262 or megan@americanlambboard.org.
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