The National Meat Institute (INAC) and Uruguay Meats have initiated the Cordeiro Uruguaio campaign in Sao Paulo to promote Uruguayan lamb, targeting the premium segment, particularly in high-end restaurants in Sao Paulo and Rio de Janeiro. The campaign is a response to market research that showed a high demand for Uruguayan lamb, which makes up 85% of the imported lamb in Brazil, but suffers from low brand recognition. The strategy includes increasing the product's availability and recognition of its Uruguayan origin, as well as standardizing the product for the Brazilian market. The campaign aims to reach an estimated 10 million consumers in these regions.