Scotch Lamb campaign sees ‘very positive’ results

The ‘Wham Bam Thank You Lamb’ Scotch Lamb advertising campaign has delivered strong results, according to findings from the food and grocery research charity IGD.

The research found that the six-week campaign, delivered by Quality Meat Scotland (QMS), succeeded in raising lamb’s profile as an easy-to-cook ingredient and a great mid-week meal.

The campaign aimed to change perceptions about lamb, promoting it as a simple and versatile ingredient.

IGD figures revealed that, after the campaign, 61% of the target audience believed lamb was easy to cook, compared with 57% before it. There was also a 6% increase in those who viewed lamb as a great mid-week meal.  

QMS created a site with six simple videos on how to cook lamb, while the campaign was also promoted on radio, in print and with a recipe leaflet.

Scottish rural affairs secretary Richard Lochhead said: “QMS is soundly investing the £1m additional support we provided last year on a range of activities to strengthen the Scotch brands, and I’m delighted to see the very positive results of this campaign, proving investment is yielding benefits for the sector and the brand.”

Laurent Vernet, QMS head of marketing, said: “It is essential that, over the next few years, we continue to communicate to Scottish shoppers that lamb is a quick, easy, versatile and modern meal solution. By doing this, we aim to attract new shoppers, who will count lamb as a staple ingredient when planning their family meals.”

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