Scotland’s retailers are showing strong support to Quality Meat Scotland’s (QMS) campaign to raise the profile of the simplicity and versatility of Scotch Lamb PGI, Kantar Worldpanel statistics have revealed.
Statistics have shown that collectively multiple retailers and independent butchers actively supporting the ‘Wham Bam Thank You Lamb’ campaign represent over 70% of the lamb retail market in Scotland.
Among the multiple retailers who are providing space in their stores for QMS ambassadors to cook Scotch Lamb dishes to serve to shoppers are Aldi, Asda, Morrisons and Tesco.
“In total our ambassadors are delivering around 112 days of Scotch Lamb sampling in retailers throughout Scotland and we’re delighted with the support being shown by retailers,” said Laurent Vernet, QMS head of marketing.
“To have the Scotch Lamb logo present in retailers representing 85% of total sales of lamb in Scotland is very encouraging for our industry.”
QMS’s two month long campaign is harnessing a range of marketing activities to drive Scotch Lamb sales, which includes billboard, press and radio advertising as well as in-store activity.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
