ALB's Miami promotion reached its target audience through several vehicles.

Objective:

• Increase sales of American lamb by 50% during the promotion compared to the same weeks the year prior
• Increase consumer awareness in the local market about the availability of fresh American lamb at the retail partner
• Strengthen the supplier and retailer relationship
• Maintain current retail accounts for American lamb

Methodology:

On the retail side, American lamb specials were featured in retailers' weekly ads for a two-week period. Over the same period, an “American Lamb. From American Land.” television ad campaign on local cable programs resulted in 1 million customer impressions.

Other important parts of the overall promotional effort included:

• Presence at a high-profile event
• ALB exhibited at 2006 South Beach Food and Wine Festival and had presence at several consumer events affiliates with the festival
• Local and National Publicity Efforts
• American Lamb was highlighted in interviews with local TV stations and in national spots on Food Network and CBS
• Partnerships with Celebrity Chefs
• Chef Lambassador Michael Blum and Adam Perry Lang showcased American lamb's potential at the 2006 South Beach
• Food and Wine Festival

Results:

• 21,000 pound increase in American lamb sales in the Miami market over the same time frame versus year ago.