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PRESS RELEASE
Denver, CO
September 24, 2004
American Lamb Board Breaks New TV Spot From Morey Evans
The American Lamb Board, having this summer chosen Morey Evans Advertising of Denver to
create advertising and partner promotions, has a new TV commercial ready to air in selected
markets.
The commercial features a new positioning line for the organization and its contributors under
the USDA agricultural check-off program: "American Lamb. From American Land."
"A lot of work needs to be done in a hurry for the American Lamb Board," states agency
Creative Director, Tom Evans. "Americans don't think of lamb as often as other meat products,
and they have little real grasp of the fact that the lamb they may be eating when they do eat
it might have traveled thousands of miles from Australia or New Zealand."
American Lamb cuts are meatier, come in more varieties than many realize, and travel from
producers to consumers more quickly, key points that will be communicated through a variety
of tactics for American Lamb Board, including partner promotions the agency and client are
developing.
"We're laying down the first building blocks of what is still essentially new brand," reminds
Evans. "Awareness, recognition and a clear value proposition that lamb from here is not the
same as lamb from there is what we're implying with our 'American' strategy. It's a brand
story about differentiation and quality."
Morey Evans acquired the American Lamb Board account in July, pitching against several other
agencies outside of Denver in the review.
"This has been an exciting opportunity for us," says agency President, Glenn Morey. "We have
deep experience helping emerging and entrepreneurial companies, and the American Lamb
Board, while not a company per se, has most of the same growth challenges of making things
happen with limited resources."
The agency's history with restaurant brands also helps, according to the agency president.
"We have deep experience making people want to eat," claims Morey. The agency handles
Good Times Burgers & Frozen Custard, Qdoba Mexican Grill and Spicy Pickle restaurants.
For more information, contact Glenn Morey at 303.296.8011
or email gmorey@moreyevans.com.
© 2006 Morey Evans Advertising
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