(NAFB.com) – February was Lamb Lovers month. The 2024 ad campaign called “Show Us Your Chops” reached over 125,000 culinary enthusiasts across three targeted demographics. The campaign helped drive more than 10,000 unique visitors to the American Lamb Board’s consumer website. Once on the site, visitors learned more about American Lamb, had access to recipes, and had the option to enter a campaign contest to win a Dutch oven and two racks of American Lamb. “This campaign proved to be a cost-effective advertising campaign for reaching culinary enthusiasts and provided some key insights into various demographics targeted by the campaign,” says ALB chairman Jeff Ebert. The campaign ran ads on Facebook and Instagram targeting consumers interested in dining and cooking. The audience was then subdivided into three categories by age and stage of life. They include “Culinary Curious” at 28-34 years old, “Culinary Hustlers” at 35-44 years old, and “Culinary Connoisseurs” at 48-67.