 
The Philadelphia
campaign used slightly different tactics to
achieve their goal.
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:
Customers responding to television and print
advertising promoting specials on American
Lamb in a top area retail chain 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 drove sales
accordingly. A local American Lamb supplier
contributed discount book ads, labels and
product discounts.
Other contributing
factors to the success of the promotion:
- »Presence at Consumer Event
- »Food Network’s Great Big Food Show
- »Television Ad Campaign
- »15-second national television spots
resulting in over 8 million customer
impressions
- »30-second television spots on local
zoned cable networks resulting in
approximately 500,000 impressions
Results:
| Timeframe |
Cut |
Movement* |
Dollar Sales* |
| 4 weeks |
Loin |
49,800 lbs |
74% |
$226,000 |
69% |
| 4 weeks |
Rack |
230 lbs |
3% |
$9,185 |
12% |
*compared to same time frame year ago
|
