High impact new campaign for Scotch Lamb

High impact new campaign for Scotch Lamb

“Wham, Bam, Thank You Lamb” is the brand new Scotch Lamb campaign unveiled by Quality Meat Scotland (QMS).

The high-impact campaign aims to change shoppers’ perceptions about lamb and establish lamb’s credentials as easy to cook, versatile and a perfect ingredient for Scots’ weekly shopping lists.

The six week campaign will include prime-time radio adverts as well as print advertising and a new microsite – www.whambamlamb.com – featuring six ‘how to’ videos showing how quick and easy cooking with lamb really is.

The Scotland-wide campaign, which has been partly funded by the Scottish Government, will see brand ambassadors tempting consumers with lamb recipes in retailers around the country, including Asda, Tesco, Sainsbury and Costco. It will also feature billboard advertising displaying the six new adverts.

'Stir-fry queen' Eve Muirhead posing with a Scotch Lamb stir-fry which features in the new campaign.

‘Stir-fry queen’ Eve Muirhead posing with a Scotch Lamb stir-fry which features in the new campaign.

Launching the campaign in Edinburgh today was 23-year-old world champion curler Eve Muirhead, who is hotly tipped for a gold medal at the 2014 Winter Olympic Games in Sochi, Russia.

Suzie Carlaw, QMS Marketing Controller, said the zany new ‘Wham Bam’ campaign has been carefully tailored to reach the target audience for Scotch Lamb.

“Our key aim with this campaign is to encourage Scots to see how quick and easy it is to make great lamb dishes any day of the week.

“Scots eat much less lamb per capita than elsewhere in the UK so we will be encouraging them to make Scotch Lamb a regular purchase by tempting them with dishes which can be cooked in half an hour or less.”

A direct marketing campaign will see 38,000 recipe leaflets delivered to target consumers and over 600,000 Scotch Lamb inserts will feature in key food and lifestyle magazines.

Social media will also play an important part in the campaign which features short videos showing how to cook a selection of simple dishes. Highly regarded chef Graeme Pallister, who runs an acclaimed restaurant in Perth, is featured cooking Scotch Lamb in the three minute ‘how to’ videos.

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