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For the last 1100 years or so there has been no need to promote lamb to Icelanders. But in recent years lamb consumption among Icelanders has been steadily declining, especially among younger people. We were granted the exciting task of launching a new campaign for the domestic market, which is jointly run by the Icelandic Lamb Marketing Office and the National Association of Sheep Farmers.
We began with using general messaging highlighting the naturally occurring qualities of this unique product and then decided to combine it with the food and family centered holiday of Thanksgiving. We encouraged Icelanders to turn this American tradition Icelandic by enjoying good food with the family, giving thanks for all there is to be grateful for and adding lamb for its delicious taste and connection to the days of our ancestors’ settlement in Iceland. We then used the same tactic for Sovereignty Day, December 1st, which is an even more appropriate day to eat our national dish.