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Thursday, January 30, 2014

American Lamb Board Selects Harvest PR & Marketing to Manage Educational ‘Curriculamb’ Campaign

On the heels of a recently completed consumer research study, American Lamb Board (ALB) is elevating its 2014 strategic communications program to focus more on educating consumers about the basics of lamb, from cuts and cooking methods to the responsible practices of the industry’s 82,000 shepherds. Dubbed ‘Curriculamb,’ the campaign aims to inspire home cooks to purchase and prepare lamb more frequently. ALB has selected Harvest PR (, a Minneapolis and Portland, Ore.-based firm with deep food and agricultural experience, to manage the program.
“Research shows that while many consumers love ordering lamb in restaurants, they’re less inclined to reach for it when preparing simple, weeknight meals,” says Megan Wortman, executive director, American Lamb Board. “Our 2014 focus is on encouraging the ‘infrequent’ lamb fan – those who cook it less than five times per year – to add lamb into their weeknight dinner routine.”

The Curriculamb campaign will consist of “Lamb 101” education on lamb cuts and cooking methods, coupled with everyday meal inspiration from top chefs.