11th March 2019

Marketing Lamb to Millennials in 4 EU Countries

Promoting Lamb to a Millennial Audience across 4 European countries? This €9m, 3 year contract promises to do just that.

In 2017 Mammoth began working with 3 agencies from the CONFRAD network and the European Lamb Commission. The goal was to develop a campaign that would drive consumer preference for Lamb amongst millenials across the UK, Ireland, France and Germany.

In 2018 we launched, Lamb. Try It, Love It campaign with Bord Bia (Ireland), AHDB (UK), Interbev (France & Germany). Mammoth direct an omnichannel approach across out of home, press, social, digital and an influencer strategy to reach the target audience. We also produce campaign video content for all European countries.

Using insight

From our research we knew that the consumers we wanted to target are digital natives looking for quick, easy, flavoursome recipes, by recognised chefs. We used this to create a digital first campaign packed with tasty lamb recipes, meal inspiration as well as content created by Ireland’s leading foodie influencers.

Our approach

An Omnichannel 360 campaign running across out of home, press, social, digital and an influencer strategy to reach the target audience.

PR | Social Media | Web | Influencer Marketing | Outdoor Media | Online Advertising

 

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