ALB partnered with a local supplier and retailer to promote the sale of American lamb in their stores.
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:
The retailer ran a 4-week promotion on American lamb loin chops during the last two weeks of April and first two weeks of May. On-site, customers were met with impressive on-site meat case merchandising. Shelf talkers, recipe racks, product labels and in-store public address announcements promoting American lamb attracted lots of attention and impacted sales.
The added twist to this promotion was the addition of a sweepstakes. Customers had the opportunity to win one of ten $200 gift certificates to Williams Sonoma with a purchase of American lamb chops.
Other contributing factors to the success of the promotion:
- Presence at Consumer Event
- Television Ad Campaigns
- 15-second national television spots resulting in over 11 million customer impressions
- 30-second television spots on local zoned cable networks resulting in approximately 500,000 impressions
Results
| Month |
Movement* |
| April |
17,533 lbs |
55% |
| May |
9,862 lbs |
21% |
*compared to same time frame versus year ago