D.LPP.2022 - Lamb Occasions 2022

Summary

The Lamb Occasions campaign aims to drive higher salience for Lamb outside of the peak summer months, in order to increase the number of times per year Lamb is chosen for meals. This will then drive total brand growth through frequency and HH pen. Lamb has the lowest purchase frequency out of all fresh proteins in the category and from that, also the highest potential to grow val and vol via more purchases and meals during the year. By focusing Lamb Occasions campaign bursts for the other moments in the year that people will be gathering/hosting - Easter, winter holidays, spring, lead up to Christmas - Lamb Occasions campaign will feature a variety of Lamb dishes/cuisines via advertising support, together with a suite of campaign assets across consumer and shopper touchpoints as well as retailer integration/P2P through the line.

Objectives

• Increase Lamb’s annual HH pen and consumption frequency.
• Maintain main grocery buyer endorsement of the statement “Willing to pay more for beef/lamb”.
• Maintain mean number of serves per week