Scotch Lamb PGI campaign to focus on speed and simplicity
Quality Meat Scotland (QMS) is set to launch its new advertising campaign behind Scotch Lamb PGI in the coming weeks.
QMS’s head of marketing, Laurent Vernet.
The Wham Bam Lamb campaign will focus on the speed and simplicity of cooking with lamb and aims to build on last year’s campaign, which boosted retail sales of fresh lamb in Scotland by 8%.
“We want to encourage our target market – young professionals and busy working parents – to make Scotch Lamb PGI a more regular purchase by tempting them with nutritious dishes which can be cooked in half an hour or less,” Laurent Vernet, head of marketing at QMS, said.
“Scotch Lamb PGI as a brand is recognised by 81% of the Scottish population, however, there is still the perception by some that lamb is slow to cook and is just for roasting at the weekend. We therefore have a huge opportunity to raise the profile of lamb as a fast, simple and delicious meal option.”
The campaign will include billboard, press and radio advertising, as well as online and instore activity, including sampling activity by Scotch ‘Lambassadors’ in selected stores across the country.
Recipe leaflets and other point of sale materials will also be distributed via the members of the Scotch Butchers Club, run by QMS.
A range of new recipe videos for online and social media use, created in simple steps using short, fast-motion videos which are optimized for Facebook to ensure they appeal to social media savvy consumers, will also be launched in August.
Meanwhile following the success of last year’s ‘Love Lamb Weekend’, ‘Love Scotch Lamb Week’, which will run from 1st to 7th September, will incorporate a range of activities around the country to celebrate Scotch Lamb PGI.
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