Scotch Lamb PGI campaign drives sales

Scotch Lamb PGI campaign drives sales

According to Quality Meat Scotland (QMS), the value of retail sales of fresh lamb in Scotland has been boosted by over eight per cent as a result of the organisation’s recent Wham Bam Scotch Lamb marketing campaign.

BBC Masterchef host Gregg Wallace was reunited with Masterchef: The Professionals winner Jamie Scott at the launch of this year’s Scotch Lamb campaign. The pair cooked quick, simple dishes with Scotch Lamb together. Photo credit: Alan Richardson, Pix-AR.co.uk.

BBC Masterchef host Gregg Wallace was reunited with Masterchef: The Professionals winner Jamie Scott at the launch of this year’s Scotch Lamb campaign. The pair cooked quick, simple dishes with Scotch Lamb together. Photo credit: Alan Richardson, Pix-AR.co.uk.

The campaign, which targeted 3.7 million consumers lifted demand for lamb over the two months of the promotional push, out-performing sales of fresh lamb across Great Britain in the same period.

QMS harnessed a range of marketing activities to drive Scotch Lamb sales and encourage consumers to understand the versatility and simplicity of cooking with lamb. Activities included 115 days of sampling in retailers, 112 outdoor poster sites, a month-long radio advertising campaign and extensive on-line and social media activity.

“The good news is that the average retail price for fresh lamb retailed in Scotland held firm and even strengthened by 1.5 per cent year-on-year to £9.25/kg during the course of the campaign,” said Laurent Vernet, head of marketing with QMS.

“Our research also clearly indicates that the strong results were not triggered by reduced retail prices,” Vernet added. “The campaign resulted in shoppers increasing the number of occasions they purchased lamb and also the volume of lamb purchased on each shopping trip.”

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