Case Study

AHDB Beef and Lamb


AHDB Beef and Lamb:
client since 1998

To increase the presence of English lamb on the restaurant menu in Belgium, to help educate restaurant chefs on the versatility of English lamb, from both a creative (“new” lamb cuts for Belgian horeca) and an economical (lower food cost) perspective, to help create and enhance a positive and original image around English lamb in Belgium, and to generate a very high visibility for English lamb.

GSB developed a campaign, integrating different activities in order to obtain optimal impact. The face of the campaign was Belgian Michelin star chef Johan Segers. Accompanied by culinary journalist Dirk De Prins, they travelled through the English countryside on a classic sidecar, visiting lamb farms and cooking top lamb dishes with renowned English chefs. Through a series of articles and recipes in Belgium’s leading culinary magazine, cooking sessions, newsletters, events, the website and a hard cover cookbook, the Lambassador informed and gave professional advice and recipe suggestions.

Belgian chefs and foodies started to put more English lamb and “new” cuts on the menu, using the Lambassador’s recipe ideas and suggestions. Also, the campaign clearly gave the image of English lamb a boost in Belgium, thanks to widespread and high quality media coverage.