Not only is Danish celebrity chef Claus Holm a well-known and loved TV personality – he also has a deep personal love for Irish lamb and beef and has visited the green island on several occasions. For our client Bord Bia, the Irish Food Board, it’s hard to find a more genuine and trusted ambassador.
To spread Claus’ love for Irish lamb and inspire the Danes to try new lamb dishes, we engaged Claus Holm to go on a sampling tour around Denmark. Having Claus cook his favourite lamb recipes and offer the delicious tastings to shoppers were bound to create more attention around lamb as a lovely summer ingredient.
Claus’ food truck was parked in front of the supermarket chain Coop in seven different towns across Denmark, and to attract attention the truck was decorated with Bord Bia banners and images of lamb dishes created by Claus. Apart from sampling the freshly cooked lamb from his mobile truck kitchen, Claus also distributed brochures with information about Irish lamb and the great conditions the animals have on the green Irish fields. A QR-code on posters led consumers to inspiring lamb recipes on Irishmeat.dk. Most importantly, visitors received a lot of great tips and advice on how to make mouthwatering lamb dishes that are bound to become new family favourites.
Overall, Claus’ visits attracted a lot of positive attention in the local stores and increased lamb sales. It also put more focus on how great lamb can taste. Many consumers who were previously hesitant to eat lamb were turned around by Claus’ cooking and enthusiasm! More than 1,600 people tasted the lamb samplings and via Claus’ and the local stores’ SoMe channels, 823,000 people were exposed to the lamb recipes and food truck activities.