NEW YORK—Meat & Livestock Australia has selected JB Cumberland PR as its agency of record for Australian Lamb on the American market.
JB Cumberland PR will develop a public relations campaign targeting TV, newspapers and upscale magazines. The campaign will employ a range of chef spokespersons for Australian Lamb and focus on positioning lamb as a meal option not only for special occasions, but also for everyday meals. The campaign will also educate consumers about the health benefits of Australian Lamb.
Says Gary McAlister, trade marketing manager for North America at Australian Lamb: “We look forward to taking advantage of JB Cumberland PR’s unique media contacts and strategic creativity to raise awareness in the US of the quality and flavor of Australian Lamb”.
JB Cumberland PR has also been chosen to handle public relations for Reisenthel in the American market. In Europe Reisenthel is known for its funky and innovative bags and storage solutions, with particular appeal to environmentally conscious consumers.