Scotch Lamb PGI campaign delivers success
The recent Scotch Lamb PGI advertising campaign, known as the ‘Wham Bam Thank You Lamb’ campaign, has helped boost sales of Scottish lamb, Quality Meat Scotland (QMS) has revealed.
According to the latest figures from Kantar Worldpanel for the 12-weeks ending 9th October, Scottish origin sales of lamb in Scotland increased by 10.5% in value and commanded a retail price premium of 11%.
The strong Scottish-origin performance was set against a declining GB market in general, with overall sales of lamb decreasing by 10.7% in GB.
The campaign, which is in its fourth year, was designed to change shoppers’ perceptions about lamb and establish its credentials as a simple and versatile ingredient.
The Scotland-wide 12-week campaign featured billboard, press and radio advertising as well as on-line and in-store activity including sampling activity by Scotch “Lambassadors” in selected stores across the country.
Recipe leaflets and other point of sale materials were also distributed via the members of the Scotch Butchers Club, run by QMS.
Suzie Carlaw, marketing controller with QMS, said that the results confirmed that the campaign had delivered for the industry.
“The primary focus of this campaign was how simple and quick it is to cook delicious, nutritious, mid-week family meals with Scotch Lamb and the results clearly show that during the campaign, younger families have been purchasing more Scotch Lamb.
“It’s also really encouraging that the figures from Kantar Worldpanel reveal that during the campaign, chops and steaks have driven growth in Scottish origin lamb by 28% in value, demonstrating that consumers are now viewing Scotch Lamb as a mid-week meal, not just for a Sunday roast.”