The industry-wide initiative ‘Love Lamb Week’, which aims to promote the benefits of Scotch Lamb PGI, reached more than 3.8 million consumers during the first week of September, according to Quality Meat Scotland (QMS).
Celebrating its sixth year, the campaign received support from the Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru – Meat Promotion Wales (HCC), the National Sheep Association (NSA), National Farmers Union (NFU), Livestock and Meat Commission in Northern Ireland, Ulster Farmers’ Union and Red Tractor.
The week-long celebration focussed on highlighting the quality, taste and nutritional benefits of lamb and its role in sustainable meat production. The campaign also introduced the second phase of the joint QMS, HCC and AHDB ‘Make it Lamb’ campaign, which is running until the 26th October.
As part of the campaign, QMS aimed to promote Scotch Lamb PGI as part of a healthy, balanced diet through digital, video and social media channels.
“By working together, we can make a huge difference to the number of consumers who see the positive credentials which underpin the Scotch Lamb PGI brand.”
Members of Quality Meat Scotland’s Scotch Beef Club also got involved by including local Scotch Lamb recipes on their menus throughout the week.
Quality Meat Scotland’s consumer-facing social media platform, The Scotch Kitchen, reached over 150,000 consumers during the week with content promoting Scotch Lamb. The campaign’s page on the Scotch Kitchen website also received more than 500 views.
Celebrity chef and TV personality, John Torode and Instagram chef Suzanne Mulholland, also known as ‘The Batch Lady’, prepared a series of recipes highlight Scotch Lamb as part of the campaign’s social media push.
Aberdeenshire shepherdess, Michelle Stephens, also took part in a Scotch Kitchen Facebook takeover, sharing highlights of her farming day to over 58,000 followers.
Lesley Cameron, director of marketing and communications with QMS, said: “It was great to see members from across our industry getting involved in Love Lamb Week and I’d like to extend a special thank you to our ‘Make It’ Ambassadors for sharing our infographics and recipes on their own social media channels.
“By working together, we can make a huge difference to the number of consumers who see the positive credentials which underpin the Scotch Lamb PGI brand.”
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.
