Scotch Lamb campaign on hot list

Quality Meat Scotland's campaign has been shortlisted for a major advertising award.

The campaign is credited with making Scotch Lamb last autumn's hot product and helping stimulate a 26% rise in value of sales.

Seen on newspaper pages, billboards, supermarkets and butcher shops throughout Scotland last Autumn, the 'It's hot this autumn' campaign is also a hit in the advertising world.

The campaign was created by Edinburgh design company The Union Advertising Agency, and backed up with Point of Sale material from Kindle Design and promotions and sampling from Cava and Denvir.

In its brief to The Union, Quality Meat Scotland wanted to promote Scotch Lamb as a seasonal product in the same way that strawberries are in June, Beaujolais Nouveau is in November and even Turkey is at Christmas. The aim was to educate the market over time and give Scotch Lamb a clear position in the foodie's mental calendar, that autumn is 'the season' to buy it.

Laurent Vernet, head of marketing for Quality Meat Scotland, said: "2007 was a particularly tough year for the whole Scottish red meat industry and the pressure was on to come up with something really special to help put Scotch Lamb back on the culinary map.

"The popularity of this promotion and the positive sales results all point towards a campaign that will deliver over the long term and our plan is to build on its success this autumn."

Submitting their entry to the judging panel, The Union gave insight into the aims of the campaign. The report said: "The message was simple and concise: 'Scotch Lamb. It's hot this autumn'.

Analysis of industry figures in Scotland between August and October by TNS, showed that values of sales of Scotch Lamb increased by 26% during the campaign period, compared to the autumn previous.

The Scotch Lamb campaign is shortlisted for the Advertising Excellence category at the Marketing Excellence Awards Scotland, which get announced on the evening of Friday 9 May.

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