Tri-Lamb Group

Nutrition Program UpdateAllison Beadle

Salt & Co.

• TRI-LAMB GROUP: Collaborative initiative between U.S., Australia, & New Zealand producer organizations

• HISTORY: 2007-present

• GOAL: Build awareness of and familiarity with lamb as a healthy protein

• OVERSIGHT: Nutrition Working Group • Megan Wortman, American Lamb Board (ALB)• Paul Rodgers, American Sheep Industry Association (ASI)• David Pietsch, Meat and Livestock Australia (MLA)• Terry Meikle, Beef and Lamb New Zealand (BLNZ)

• FUNDING: Equal funding from ALB, MLA, BLNZ

PROGRAM BACKGROUND

2014 PROGRAM OVERVIEW

GOAL & STRATEGY• GOAL: Increase consumer familiarity and awareness of lamb

as a healthy protein.

• STRATEGY: Strengthen the understanding of nutrition influencers and consumers of the nutritional value of lamb through a targeted program focused on healthy summer grilling.

OBJECTIVES• Understand Our Audience. Identify and profile the consumer who will respond favorably

to a health/nutrition-focused lamb marketing campaign and gather specific insights to inform a summer-grilling campaign

• Educate & Inspire Influencers. Execute targeted media outreach, including a mix of earned and paid placements

• Pilot Retail Program. Design and execute a healthy grilling retail pilot program to inform the lamb industry’s retail marketing efforts and set the stage for future opportunities

• Explore the Sports/Athletic Angle. Research opportunities to integrate a sports/athletic component to our program

FRAMEWORK• Budget: $300K• Tactics

– Consumer Research– Materials & Messaging– Nutrition Issues Monitoring– Media Outreach– Retail Pilot Program– Retail Outreach – Website

WHY GRILLING?61 percent of grillers report they have changed their grilling style in the past

year

The number one change is grilling more vegetables (30 percent), followed by 25 percent who report they are grilling more to be healthier

23 percent opting for leaner meats and poultry when grilling

Nearly three-quarters (73 percent) of grillers agree that grilling is a way to eat

healthier

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CONSUMER RESEARCH

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WHO WILL LISTEN TO OUR STORY?

NUTRITION/SUSTAINABILITY CONSCIOUS LAMB USER• Age: <40 years old

• Children: with children of all ages

• Gender: male and female

• Household Income: early $70K

• Activities: personally grill meat; walking/hiking/running; active online; entertaining at home

• Eat/Prepare: chicken, fish, beef, alternative meat products, lamb, duck, venison, bison, duck, goat

• Sources or Nutrition Information: online, magazines, friends & family

MESSAGE PRIORITIES1. Excellent source of protein2. Raised without synthetic hormones3. Nutrient rich4. Lean5. Contains good fat6. Raised with care7. Sustainably raised8. Grass fed9. Contains omega-3 fats10.Organic11.Contains monounsaturated fats

Q. Please indicate how

important it is that the

meats you buy to prepare

at home or purchase to eat

at restaurants deliver the

following attributes.

MESSAGE PRIORITIES• 92% of nutrition/sustainability conscious lamb users said they would be very or

extremely motivated to buy lamb compared to another protein based on the statement below.

“A 3 oz. serving of lamb provides nearly five times the amount of the essential omega-3 fatty acid, alpha-linolenic

acid (ALA), compared to a 3 oz. serving of beef.”

CONSUMER RESEARCH: GRILLING• Lamb Users who personally grill meat are more likely to be More

Nutrition/Sustainability Conscious than those who do not personally grill meat.

• Grilling lamb is more likely among those who are More Nutrition/ Sustainability Conscious

• Loin Chops (41%) is the cut of lamb grilled most often by Lamb Users

• 71% of Lamb Users who grilled meat this past summer are “Extremely or Very Likely” to grill lamb next year.

• Two-thirds (65%) of Lamb Users who are less than “Very Likely” to grill lamb next year indicate they are “Extremely or Very Willing” to learn to grill lamb.

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MEDIA RELATIONS

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NYC Media Event

Media Outreach

Media Briefings

Matte Release

Media RDs

EATING IN COLORNYC MEDIA EVENT

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RETAIL OUTRERACH

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Retail Dietitian E-Newsletter Retail Pilot

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ONLINE PRESENCE

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THANK YOU!