Ballpark Exposure Drives Retail Sales of Lamb
June 28, 2013
American lamb continues to move up in the standings at AT&T Park, home of the 2010 and 2012 World Series Champion San Francisco Giants.
A new Irish-style lamb burger topped with white cheddar complements an Italian-style lamb sausage already featured in the Ballpark by the Bay since 2010 and a Greek-style lamb burger introduced in 2011.
“The all-American lamb sausage sandwich exceeded our expectations in 2011 and proved to be a fan favorite,” stated Bill Greathouse, senior vice president of Centerplate, the San Francisco Giants concession partner. “We are excited to bring back the lamb sausage and add the gourmet lamb burgers to our concession offerings.”
The strategic marketing program that brought American lamb to AT&T Park is a joint venture spearheaded by the California Sheep Commission with support from the American Lamb Board and Superior Farms. The program’s impact reaches well beyond the ballpark and includes multiple elements designed to increase lamb sales at Northern California retailers committed to featuring American lamb.