QMS to launch ten-week Scotch Lamb campaign
Quality Meat Scotland (QMS) is about to launch a new marketing campaign to ‘inspire millions of Scots about how easy it is to cook tasty, quick Scotch Lamb meals’.
This year’s campaign builds on the success of the Wham Bam Lamb campaign which over the past four years has highlighted the versatility of Scotch Lamb PGI.
The ten-week campaign aims to encourage shoppers to add lamb to their weekly shopping lists and promotes Scotch Lamb PGI as a versatile ingredient ideal for busy families to enjoy as a mid-week meal.
QMS reports that the Scotland-wide campaign is set to reach almost four million consumers and 92% of Scottish families, highlighting Scotch Lamb PGI at its ‘seasonal best’. Among the recipes featured in the campaign are meatballs, stir fries, biryanis and kebabs.
The campaign will be supported by online activity as well as in-store sampling of a range of easy dishes by Scotch Lamb ambassadors who will be tempting customers in Morrisons, Aldi and Costco stores throughout Scotland. There will also be billboard advertising using imagery of Scotch Lamb dishes located around the country.
In addition, there will be an eight-week long radio advertising campaign to increase understanding of how simple and quick lamb is to use as an ingredient for nutritious mid-week meals.
Last year the Wham Bam Lamb campaign saw the value of identified Scottish-origin lamb sales increase by 10.5%, a reflection of consumers’ increase awareness that lamb is a simple, easy-to-cook meat.
“Our campaign encourages shoppers to make the most of a meat which is bursting with flavour and such a great ingredient for a whole range tasty dishes that can be cooked in under 30 minutes,” said Suzie Carlaw, marketing controller with QMS.
“Scotch Lamb PGI as a brand is recognised by 79% of our target market and this year’s campaign is a fantastic opportunity to really inspire Scots about this national treasure of a natural ingredient which our farmers are very proud to produce.”
As part of this year’s Scotch Lamb campaign QMS is also supporting Love Lamb Week (1st to 7th September), a UK-wide initiative to celebrate lamb, as well as Scottish Food Fortnight (2nd to 17th September).
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