AHDB – Immerse

Agriculture and Horticulture Development Board (AHDB) - British Lamb

ABOUT THE BRAND

The Agriculture and Horticulture Development Board’s (AHDB) purpose is to inspire our farmers, growers and industry to succeed in a rapidly changing world. They equip the industry with easy to use, practical know-how enabling them to make better decisions and improve their performance. AHDB is a statutory levy board and is funded by farmers, growers and others in the supply chain.

THE CHALLENGE

Deliver the crucial sampling element of an overarching campaign to promote the consumption of British lamb by UK residents with the overall aim of inspiring the British public to purchase lamb more often. The overarching message to deliver: Great flavour; Versatile; Easy.

The campaign had to promote and use English lamb in England, Welsh in Wales and Scotch in Scotland.

THE SOLUTION

Working closely with AHDB Beef and Lamb, Meat Promotion Wales (HCC) and Quality Meat Scotland, we designed and equipped a branded demountable trailer to act as a pop-up sampling station in cities across the UK. The samples, Shepherd’s Pie and lamb stew were pre-prepared frozen in bulk and re-heated on the day in our mobile commercial kitchen.

All samples were offered with recipe cards that explained exactly how the actual samples were prepared, enabling and encouraging home cooks to replicate easily what they had tasted for themselves.

THE RESULTS

Over 16,500 samples were tasted over the four days and 12,000 recipe cards were taken home. The campaign received an overwhelmingly positive response from the public.