QMS wins award for lamb campaign

Quality Meat Scotland (QMS) has picked up another marketing award for its successful ‘Wham bam thank you lamb’ campaign.

The campaign, which aims to reach 90% of Scottish adults, has won the Advertising Strategy at the Scottish Creative Awards to add to the two silver awards the campaign won at the Scottish Marketing Society Star Awards.

Grocery analyst IGD reported that, since the campaign was launched last year, 61% of Scottish adults believed that lamb is easy to cook, compared with 57% beforehand.

The campaign has been promoted along the way by celebrities such as Olympic curler Eve Muirhead (pictured) and Miss Scotland, who helped promote the ‘Love Scotch Lamb Weekend’, a joint promotional venture by QMS, the National Farmers’ Union (NFU) Scotland and the National Sheep Association (NSA).

Suzie Carlaw, QMS marketing controller, said: “To win this award is a great accolade. We have had some fantastic feedback on the campaign and for it to beat off very stiff competition, to be formally recognised at the Scottish Creative Awards, is a great testament to the impact of the campaign.”

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