Using a variety of promotional tactics in three unique US markets, the American Lamb Board initiated marketing campaigns promoting American Lamb in Miami, Philadelphia and Seattle. Each promotion proved successful in driving significant increases in tonnage and dollar sales generated in response to the promotions.

• Miami - 21,000 pound sales increase over two weeks
• Philadelphia - 69% dollar increase on loins over four weeks; 12% on racks
• Seattle - 27,000 pound sales increase over four weeks