One of the key insights about Lamb is that people love its aroma. And of course, perfume is a traditional Mother’s Day gift. The creative leap was to promote the aroma of Lamb as if it were a perfume, and therefore suggest to people that a fragrant Lamb meal for Mum would make an ideal Mother’s Day gift. The campaign led to a sizeable growth in sales. There were 1.5 million more serves of lamb per week during this May period compared with the previous year.