 
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 2
weeks of April and first 2 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
|
