The company introduced the “Lamb’s Nation” campaign in Newfoundland and Labrador with the help of St. John’s agency The Idea Factory. The campaign included in-store and Facebook contests, as well as a heavy presence at the George Street Festival in the provincial capital this past summer.
The Idea Factory also produced a crest for the campaign, which reads “Lamb’s Nation lives here.”
Corby Distilleries designated Newfoundland and Labrador as Lamb’s Nation based on the popularity of the brand in the province. Newfoundland and Labrador is home to 2% of Canada’s population, yet its residents are responsible for 53% of Lamb’s sales in Canada.
Kevin Casey, chief strategy officer at The Idea Factory, said Corby Distilleries signalled its intention to connect more authentically with Newfoundlanders by choosing his local agency to handle regional work in a review a year ago.
“They didn’t feel a Toronto agency was really getting at the core of how Lamb’s should be positioned here,” said Casey, who described the Lamb’s Nation campaign as an attempt to unite Lamb’s drinkers based on provincial patriotism and a shared appreciation for the product.
“What we’re trying to do is reinvigorate the brand and maybe attract some new users to the brand” he said. “We wanted Lamb’s not to feel old, for it to feel like the new Newfoundland and Labrador.
“Based on the response and the results, we did very well, so I think we may start rolling out in parts of Canada where there are pockets of expat Newfoundlanders.”
Casey said those results included increased market share at Newfoundland Labrador Liquor Corporation (NLC) stores and a greater connection to consumers through social media.
During the campaign, Lamb’s products were decked out with special tags, one in eight of which revealed a prize when consumers took them to checkouts at NLC stores. Prizes included provincial flags and Lamb’s product.
At the same time, the brand presented a contest on Facebook, inviting consumers to send in a photo of their own “Lamb’s Nation Moment.” The winner, selected with the help of 2,429 online votes, was awarded a $7,500 prize in September.
Lamb’s also hosted the Lamb’s Nation Embassy Party as part of the mid-summer George Street Festival in St. John’s, providing food and product samples to 800 attendees over the course of four nights.