QMS set to launch Scotch Lamb PGI campaign
QMS set to launch Scotch Lamb PGI campaign
Quality Meat Scotland (QMS) is set to launch a Scotch Lamb PGI advertising campaign targeting 3.7 million consumers with the aim of driving Scotch Lamb sales and promote the versatility and simplicity of cooking with lamb.
Advertising that will be part of the QMS Scotch Lamb campaign.
According to QMS, the campaign is looking to reach over 90% of Scottish adults and will build on last year’s campaign which boosted retail sales of lamb in Scotland by 11%.
Suzie Carlaw, QMS marketing controller said: “There is still the perception by some that lamb is slow and difficult to cook so we have a huge opportunity to raise the profile of lamb as a quick and easy, value-for-money meal option.
“That is the main focus of our forth-coming campaign which focuses on simple, speedy family dishes and we very much hope will again deliver a strong result for our industry.”
The marketing push will include billboard, press and radio advertising as well as on-line and in-store activity including 80 days of activity by Scotch “Lambassadors” in Tesco and Asda.
A range of new videos for on-line and social media use, featuring Edinburgh-based chef Daniella Forbes and Glasgow-based chef Justin Maule demonstrating dishes, will also be launched in the coming weeks.
