Superior Farms will spend the next two months reaching out to consumers and extolling the delights of lamb. The company has developed a digital advertising campaign to promote lamb as a comfort food or a tasty addition to holiday meals and party appetizers.
The American Lamb Board noted a 10 percent increase in lamb on menus at non-fine dining restaurants over the past five years. This growth has outpaced all other proteins. Superior Farms believes the trend will trickle down to at-home cooks and foodies.
"The call to action is simple," said Angela Gentry, marketing director for Superior Farms. "Eat Lamb! There will of course always be a place for the elegant dining experience with a rack of lamb. But there are so many other options, and it's time that we helped show today's at-home foodies just how versatile and easy lamb can be - not to mention delicious."
The advertisements will target food and food blogger sites. Shoppers who click on the ads will receive a $5 off coupon for Superior Farms lamb.