Title: U.S. Lamb Consumer Positioning Campaign (Midwest)

     Scope: National Marketing

     Objective: To support a Midwest promotional campaign to firmly establish in consumers' mindset awareness and interest in U.S. lamb in order to stimulate demand.

Results: Proprietary and secondary research identified the optimum target audience and created a development strategy. American lamb is perceived to be of high quality, sophisticated but not always the first thing that comes to mind (top of mind) for dinner.  In a move to make American lamb "top of mind", the "Meat Lovers Know" campaign was selected from three consumer positioning/advertising campaigns. The campaign consists of four full-page, four-color print ads that focused on a target audience best described as the "Emerging Epicureans." The "Meat Lovers Know" campaign was launched in March 2001 with ads appearing in "Gourmet," "Food and Wine," "Bon Appetit" and "Cooking Light" magazines which, collectively have a combined circulation of 4.25 million. Value added programs were implemented with the same magazines. The programs included advertorials, email and web marketing, and a sampling at a "Bon Appetite" program that was attended by 7,000 individuals.

Title: U.S. Lamb Information Center

Scope: National Marketing

Objective: To raise the profile and presence of American lamb among consumers, media, influence audiences, and the trade by creating an easily accessible resource center.

Results: The American Lamb Information Center, a key resource for information on American lamb, was launched. Six seasonal press kits were formulated, created and issued to the top 500 food writers from the spring of 2001 through the summer of 2002. A color food page was developed in cooperation with the National Honey Board and the American Olive Oil Association and was requested by more than 220 newspapers having a combined circulation of more than 7 million readers. A black-and-white mat release column was developed for small circulation newspapers as well as issuance of press releases. Collectively, there were over 40 million media impressions for American lamb and more than 800 media placements. The information hotline has been continued by the American Lamb Board continues to receive numerous calls from media contacts and consumers.

Title: U.S. Lamb Identification Program

Scope: National Marketing

Objective: To develop a readily recognizable seal identifying lamb and lamb products from the United States.

Results: Concepts and design parameters were established to convey quality and U.S. origin for a new lamb seal. Design variables included color, shape and elements (lambs, flags, stars, etc.). The top 20 seal prototypes were consumer tested. The leading three design options were refined, tested and final recommendations were selected. Seal licensing agreement and usage guidelines were developed. The Fresh American Lamb seal was incorporated into the on-pack retail-recipe label program, trade and industry materials, and featured in the new consumer advertising "Meat Lovers Know" campaign. Retailers, packers/breakers and other interested parties are using the seal.  Use of the label will continue until it becomes dated.

Title: U.S. Lamb Culinary Outreach Program

Scope: Foodservice Promotion

Objective: To build awareness and preference for American Lamb among the highly influential chef and food opinion leader audiences.

Results: In partnership with the Culinary Institute of America, a culinary school curriculum, video and instructors guide was developed and distributed. Over 37,000 copies of the video have been distributed. Throughout 2002-03, the International Association of Culinary Professionals' opening host reception was co-sponsored with lamb being featured to over one thousand attendees. Information and recipes for the lamb were also featured at a Culinary Showcase. Industry representatives were available at both events. The American lamb booth had over 600 visitors each year. A professional and student chef recipe contest, the American Lamb Recipe Challenge, was conducted in cooperation with Santé Magazine. Three winners were chosen from nearly 100 entries for entrees, appetizers and salads. The winners were featured in the May issue of Santé, a magazine devoted to chefs. A food/culinary editors event was conducted that showcased American Lamb and the new American Lamb seal to editors of epicurean and food magazines.

Title: U.S. Lamb Retail Program

Scope: Retail Promotion

Objective: To build consumer preferences for U.S. lamb through cooperative partnerships with retailers.

Results: Two retail promotional efforts were initiated: an on-pack recipe label program and a cooperative promotional effort with J. Lohr wineries. The on-pack recipe label program provided retailers a reason to feature American Lamb and the on-pack label program answered their customers' needs for recipes and cooking instructions. Initially two sets were designed; both included a "master' recipe on the front which goes across cuts; the inside recipes were cut specific. In addition, an on-pack recipe label booklet was developed, the first of its kind in the industry that featured a "Fall for Lamb" promotion that utilized various cuts and exciting new recipes. Collectively, more than 4.5 million custom labels were utilized. The joint promotion with J. Lohr wines utilized an on-pack label to cross-promote items in both the wine and meat departments as well as provide additional enticement through a sweepstakes. The program was promoted via a full page, pre-produced article that was made available to newspapers throughout the country. The article ran in more than 150 newspapers, reaching more than 5.8 million consumers. More than 6,800 supermarkets participated in the program and the sweepstakes received more than 3,500 consumer entries. In addition, a study was conducted at Colorado State University titled "Enhancing the Retail Market for American Lamb". The study determined specifications for American Lamb cuts and measured them against New Zealand and Australian cuts. The study also included consumer and trade research.

Title: Maintaining a Preference for American Lamb with Major Retail/Foodservice Accounts

Scope: Retail Promotion

Objective: To maintain and reinforce a preference for American Lamb with key U.S. retail and foodservice accounts who currently use American Lamb.

Results: The promotional strategy objective was to support major retailers by reinforcing the sales efforts through promotional programs that emphasized the superior qualities of American lamb. Marketing utilized sales features, newsprint and circular advertising, radio and television advertising, on-pack recipe labels and instant coupons, point-of-purchase promotional materials and meat case dividers. Cooperative ad features as well as on-pack recipe and sales enticements were used to leverage TV/radio promotions. In a joint effort with Iowa Lamb, television and radio commercials were utilized in conjunction with accompanying ad features to promote American lamb throughout the Publix marketing chain.  Collectively, marketing efforts were directed to over 400 retail stores in the New York metropolitan area plus the 650 Publix supermarkets in the southeastern U.S.

Title: Establish a Lamb Marketing Grid

Scope: Supply-Side Marketing

Objective: To create a value-based marketing grid model that will serve as a blueprint for a unified production approach to lamb marketing.

Results: Lamb carcass scanning hardware and software were developed for a Lamb Vision System (LVS). Two hundred and forty-six lamb carcasses were scanned and fabricated to fill an experimental design based on sex class, hot carcass weight, yield grade and muscling score. One carcass side was completely boned and weighed with the other side fabricated to conventional industry specifications. LVS was found to be accurate for predicting red meat yield, sub primal cut weights and carcass value. The accuracy and precision of predicted boxed carcass value exceeded that of traditional methods of pricing. The LVS could be used in the future as an objective means to assess carcass composition and value in a value-based marketing system.

Title: A Marketing Infrastructure for Lamb and Goat in the Northeastern U.S.

Scope: Supply-Side Marketing

Objective: To reinvigorate the lamb industry in the Northeastern U.S., through the design and implementation of a new marketing structure for the region.

Results: Six marketing summits were conducted as well as an organizational meeting for the formation of a marketing pool to provide opportunities for animal pooling and for meeting the needs of niche markets. Several publicity efforts were conducted to establish interest in the formation of marketing pools. A fifteen member advisory committee was initiated to provide leadership for the first meeting of the Northeast Regional Marketing Association. The first meeting focused on direct ethnic marketing opportunities. As a result, three marketing pools were formed: two meeting the needs of area niche processors and one meeting the needs of Muslim consumers in a geographical area. Three example graded-tele-auctions were held to demonstrate the advantages of sorted marketable lots. A direct-mail show-list was also developed and was highly rated by buyers. The use of marketing pools and tele-auctions were found to increase producer returns above the open market. A Sheep and Goat Marketing web site was revised and updated to include auction markets, processing plants and consumer markets. Three thousand producers and marketing contacts form the web site's database. A Halal knife was tested and distributed to two packinghouses for trial use. Two prototypes of a Kosher/Halal restraining system were built and tested by three processing facilities.

Title: Dakota Lamb Naturally Establishes New Markets in the Midwest

Scope: Supply-Side Marketing

Objective: To establish new markets in the Midwest by providing "Natural" raised lamb in Midwest markets, with the vision of expanding "Dakota Natural Lamb" to health conscious markets throughout the U.S.

Results: Brochures, a website www.naturaldakotalamb.com and packaging for frozen ground lamb were developed though a marketing firm. The ground lamb packaging incorporated the new Fresh American Lamb seal. Marketing materials, case dividers and rail strips in addition to ASI's on-pack recipe labels were deployed. New marketing and distribution channels were established for distant markets. A display case was designed for the lamb summer sausage. A new lamb product of skewered lamb, Chislic, was test marketed and sold into retail and foodservice settings and proved to be successful. A lamb-bison jerky product, named Smoked Stix, was developed and marketed. Sales of ground lamb and chislic continue to increase as well as sales to traditional retail and foodservice markets. A 25% increase in sales was observed over the prior year.

Title: Comprehensive Plan for Increasing Sales of Domestic Lamb

Scope: Supply-Side Marketing

Objective: To develop a fully integrated program to increase sales of domestic lamb on a sustainable basis for the future.

Results: Marketing plans, materials and presentation protocols were developed and refined. Efforts toward product development, distribution and transportation logistics were initiated. Three new customers were obtained for the cooperative's natural lamb products. The markets penetrated were Boston, Denver and Minneapolis. The Boston customer replaced imported lamb with the cooperative's product line. Retail promotional efforts were initiated to reinforce the reputation of natural American lamb. A pricing model was developed to optimize carcass returns to producers. Development of value-added products, labeling and trademarks was finalized with packaging label with the final approval pending at the end of the project. The cooperative's marketing efforts resulted in annual marketing's of approximately 20,000 lambs per year, well above the goal of 5,000 per year.

Title: Modified Atmosphere (MAP) Case Branded Lamb

Scope: New Product Development

Objective: To introduce Modified Atmosphere Packaged (MAP) American lamb cuts into the retail case.

Results: Seven case-ready American lamb products were developed using modified atmosphere case ready packaging.  Shelf life studies were completed and product development was finalized.  Product  photography and marketing materials were completed.   The marketing materials were distributed to existing and potential accounts.  Food show participation as well as numerous product demonstrations and sales presentations were made.

Title: Producer Alliance Education and Promotion Project

Scope: Supply-Side Marketing

Objective: To educate producers in providing high quality, value-added products to meet the desires of consumers.

Results: Producer educational meetings were conducted with producers in Illinois, Iowa, Nebraska, South Dakota, Michigan and Missouri. Topics covered genetic and management improvements that result in more desirable carcass characteristics. Educational efforts and one-on-one meetings resulted in higher quality and more desirable carcasses. The cooperative agreement was suspended before the project was fully completed by mutual agreement and the remaining funds returned.

Title: Carmines - Upscale Retail Chain Promotion

Scope: Retail Promotion

Objective: To conduct a retail promotion in an upscale retail chain in Miami, Florida.

Results: The first promotion, as verbally reported by store management, resulted in the excellent movement of racks, loins, legs, shanks and sirloins. Chef-conducted samplings were well received by consumers. Four-color promotional fliers, signage and newsprint advertising complemented the promotion. A new value-added cut for Carmines, a sirloin steak, was also reported to be successful. Additional promotional materials were developed to support a fall promotion. Carmines was closed the first half of October 2001 by parent company management. Usage estimates for the project were unavailable because of the closure and the remaining funds were returned to NSIIC.

Title: Resort Oriented Foodservice Promotion

Scope: Foodservice Promotion

Objective: To conduct a foodservice promotion of American lamb targeting resorts and fine dining establishments in Colorado and Arizona.

Results: Despite the fact that considerable effort was spent on planning and creative development of promotional and sales materials, the project was not initiated because of management preoccupation with corporate issues. Since Shamrock was an integral partner, the project was not completed and Federal funds were not expended for the project and returned to NSIIC.

Title: Publix Retail Promotion

Scope: Retail Promotion

Objective: To conduct a retail promotion in the Publix Supermarket Chain in the Southeastern U.S.

Results: Marketing materials were designed and developed. The materials, distributed to 800 Publix stores, included colored-keyed point-of-purchase materials developed for four consumer friendly cuts, case danglers, and meat case signage. Publix television commercials were developed from existing Lamb Council commercials in cooperation with B. Rosen. Newsprint ads featuring American Lamb appeared throughout the funded period. The new Fresh American Lamb logo was utilized as well. Sales of lamb showed an 11% increase in volume in the second year of the promotion.

Title: Merchandising Value-Added Lamb Shoulder to the Food Service Industry

Scope: New Product Development

Objective: To capitalize on existing product development and marketing strategies to increase demand for lamb and carcass value.

Results:  Lean yield, optimum time-temperature cooking relationship and flavor profiles were determined for a lamb shoulder and gravy product. The product was found to have a high overall acceptability by a sensory panel. Flavor profiles were examined with a curry sauce being preferred. Sauce flavor and viscosity were optimized, and material and processing optimizations were initiated. Shelf life studies indicate product safety and quality were maintained after prolonged periods of refrigeration. Product quality was also evaluated for the effect of foodservice holding times and the quality was maintained up to fours hours. Nearly 40% of consumers preferred the lamb product to a similar beef product. Another 20% preferred both products equally. Consumers indicated that they would "possibly" to "most likely" purchase the product in a restaurant.

Title: Recapture Our American Lamb Consumers

Scope: New Product Development

Objective: Through a coalition of growers, packers, processors and consumers, unify and aggressively win back our consumers with American Lamb quality and consistency.

Results: Direct marketing and promotional efforts of natural/organic lamb increased yearly sales tonnage by 58% (48,000 Ibs.). In addition, over 4,750 brochures were distributed at approximately 50 events. The marketing efforts also increased the internet/home-delivery customer base by 225 people; an additional 15,000 Ibs of lamb.

Title: National Lamb Marketing and Advertising Promotion

Scope: National Marketing

Objective: To conduct a national promotion designed to integrate producers, feeders, packers, processors and retailers in a concentrated effort to increase visibility of U.S. lamb in targeted markets on the East and West coasts of the U.S. Project completed.

Results: Industry supply analysis was made and the marketing timeline was moved forward to coincide with supply. Media costs and schedules were analyzed and media channels were reformulated to increase fund effectiveness. The sales brochure and accompanying print advertising CD was completed, reproduced and utilized. Two 30-second commercials utilizing the chef Caprial Pence were shot along with a photo session featuring chef Pence for a press kit. A three quarter schedule for commercial airings on the Food Network was purchased. Airings began January 2002. The press kit was distributed to east and west coast newspaper food editors. Sales brochures and marketing CD's were distributed. A favorable response resulted in a second printing of the sales brochure. The first of the ad features appeared in October 2002. American Lamb ad inserts appeared in the February and March newspapers in Seattle, Portland, San Francisco, Los Angeles, Boston and New York. Retailers that ran ad features during the same period received a name mention on the insert. The commercials reached over 7.4 million viewers having lamb consumer demographics. The ads generated an average 3,000 email requests per week for American Lamb recipes during the commercial airings. Recipes, product information and free lamb seasonings were mailed to inquiries.

Title: Marketing, New Product Development, Packaging and Promotion of U.S. Lamb

Scope: New Product Development

Objective: To increase consumer demand for American lamb by launching an aggressive marketing program while combining new products and packaging.

Results: Packaging, labeling and merchandising concepts were developed for a new retail product line of 25 items of American lamb.  American Lamb was promoted at retail and foodservice food shows using a product development chef to interact with trade show attendees.  A new retail fresh-ground lamb program was initiated utilizing a modified atmosphere package. 

The dollars invested in Ranchers' Lamb increased the knowledge of the retailers, foodservice accounts and most importantly the final consumer.  Ranchers'  developed brochures, labels, recipes, POS materials and ran ads in the Dallas and Fort Worth newspaper with  Albertsons stores.  The funds helped with their continuing TV ad program to market American lamb. The exposure helped to secure a commitment from three major executive chefs who endorse Ranchers' American lamb on their menu.  This also resulted in the addition of two new lamb rack items to the foodservice accounts.

Title: Heat and Serve Home Meal Replacement for Lamb

Scope: New Product Development

Objective: To position new, ready-to-eat lamb products that fit the convenience needs of today's consumer.

Results: Cooking and flavor optimization, as well as nutritional and shelf life studies were completed on pre-cooked shank and leg products.  Product positioning was finalized and packaging, labeling layouts and marketing materials were developed.  Foodservice variants of the new pre-cooked products were created. 

Title: International Promotion of U.S. Lamb

Scope: International Marketing

Objective: To make U.S. lamb suppliers aware of international opportunities for lamb, and to conduct demand-building program in Mexico.

Results: Two U.S. Supplier Education seminars were held to educate suppliers of the export opportunities in the Mexican market: one at the American Sheep Industry Association annual convention and the other at the National Meat Association annual convention. Several U.S. lamb seminars reached several hundred chefs, purchasing managers and owners of Mexico's most influential restaurants. These efforts resulted in a movement of 1,700 kilos per month of American leg of lamb, shanks, racks and other cuts. In addition, numerous menu promotions featured U.S. Lamb to culinary professionals. A wait-staff promotion was also conducted in several resort areas that included six restaurants. Two major distributors have begun carrying American lamb shank as a result of the seminars and promotions. Two Chefs contests and dinners highlighted U.S. Lamb with entries increasing from 56 to 77 that utilized American lamb. Mexican lamb imports from the U.S. were up 55% for the first seven months of 2002.

Title: Rocky Mountain Organic Lamb Marketing Project

Scope: Supply-Side Marketing

Objective: To conduct a pilot program to promote organic lamb to consumers through normal product advertising, point of sale information and through the internet.

Results: Sources of organic lamb were established and a relationship with Niman Ranch, a packer, was obtained. The packer relationship allowed primal cuts to be utilized by Niman Ranch with the non-primal cuts being channeled to new products. Retail and foodservice product demonstrations were conducted as well as the development of organic precooked products. Lamb was processed into frozen pre-seasoned and precooked three products. The precooked lamb was a featured menu item in the delicatessen area of the "Products of Utah" store located at the heart of the Winter Olympics celebration. The barbecue lamb was chosen over barbecue beef and chicken by a convincing margin. The demonstration template was transferred to a producer lamb-marketing group. Packaging prototypes were developed for the pre-cooked barbecue lamb and a company has been contracted with to launch the "Ready to Eat" product.

Title: New Ideas in American Lamb

Scope: Retail Promotion

Objective: To implement a regional retail advertising campaign featuring case-ready lamb products.

Results: Case-ready shrink packaging, point-of-purchase materials and accompanying newsprint ads were developed. Case-ready shrink packaging, point-of-purchase materials and accompanying newsprint ads were utilized in a retail summer promotional in three major metropolitan centers. An increase in sales was observed for the promotion period. Sixty-one successful ads were placed with cooperating retailers. The retailers included small independents as well as Kroger Detroit and A&P Fanner Jack. The first TV ad was aired in cooperation with D&W stores. Volume increases were observed not only during the TV commercial airings but during the weeks that followed. Prior to the promotions, D&W averaged $3,500 lamb/wk that increased to $14,000 lamb/wk during the promotion, and $7,000 lamb/wk after. Ad items were found to far outsell regular stock items.