Leading the Lamb Revolution: Modernising a Traditional Favourite
Repositioning lamb as a modern, healthy, and versatile food choice through a digital-first, multi-channel campaign that inspired a new generation of consumers.
The Business Challenge
Lamb was perceived as outdated, expensive, and difficult to cook, leading to declining consumption. To appeal to modern 25-35-year-olds, the brand needed to emphasise health, affordability, and versatility while engaging a younger, digitally savvy audience.
Despite its rich heritage, lamb had lost relevance among younger consumers, who saw it as a complicated, time-consuming, and premium-priced protein. Consumption was over-indexed in the north of the UK among older males, with younger demographics hesitant to buy it. Previous campaigns focused on rational benefits like speed and simplicity but lacked emotional resonance. The challenge was to reposition lamb as an accessible, everyday ingredient that fit seamlessly into modern lifestyles.
The Diagnosis
Lamb’s outdated image and lack of emotional connection with younger audiences created barriers to adoption in a competitive, convenience-driven food market.
Research showed that many consumers were confused about lamb—its cost, ease of preparation, and health benefits. Additionally, sustainability and ethical sourcing were becoming key considerations for younger demographics. The brand needed to address these misconceptions while building an emotional connection with consumers, making lamb feel not just accessible but desirable.
The Solution
We implemented a digital-first, multi-channel campaign centred on a content hub, leveraging creative storytelling, influencer marketing, and experiential outreach to reposition lamb as a modern, healthy, and versatile choice.
To modernise the perception of lamb, we developed a content-driven strategy that placed inspiration and education at its core. A central, multi-lingual content hub housed engaging recipes, blog posts, and interactive content designed to address consumer misconceptions and highlight lamb’s health, affordability, and versatility.A multi-channel approach ensured maximum reach. We deployed social media campaigns, paid search, display advertising, influencer partnerships, and media collaborations (including Spotify) to drive awareness and engagement. Experiential marketing played a key role, with lamb sampling at major music festivals—getting the product directly into the hands of younger consumers and sparking social amplification.Influencer marketing was a major success, with content from partners such as Elizabeth’s Kitchen Diary achieving a 95% AER. Campaigns like The Great Curry Revival tackled societal issues while reinforcing lamb’s place in modern diets, contributing to an 8.1% uplift in sales in 2019.
The Results
80 million advertising impressions
Establishing lamb as a modern food choice at scale.
27% average engagement rate on social media
Far exceeding the 2% industry benchmark.
92% increase in consumer consideration
Following the distribution of 40,000 samples at key events.
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