QMS launches local hero campaign

A new face for Scottish farming is being unveiled this month with the launch of the Scotch Lamb 'Local Hero' campaign.

According to Quality Meat Scotland (QMS), the latest campaign promoting Scotch Lamb "pays tribute to the dedicated men and women that work in harmony with nature to produce Scotland's famed lamb."

The 'Local Hero' concept was chosen after research revealed that for Scots shoppers, provenance is an important factor influencing choice.

The new campaign, timed to catch the end of the traditional lamb season in Scotland, will be based in Tesco, Morrisons and Marks and Spencer throughout February. The campaign will build on the demand for locally produced food by outlining the quality and environmental benefits of choosing Scotch lamb, with the aim of building consumer knowledge and trust in the Scotch Lamb brand.

QMS head of marketing, Laurent Vernet, said: "Promoting the incredible taste of Scotch Lamb outside of our usual marketing window, thanks to additional funding from the Scottish Government and QMS reserves, gives us the chance to try out something new, and what better to focus on than the hard working farmer that gets our food from field to plate.

QMS are hoping that the 'Local Hero' will become a familiar face to Tesco shoppers through new point of sale materials in Scottish stores. The campaign will be supported by a series of in-store visits by lamb ambassadors, who will hand out leaflets featuring information, cooking tips and seasonal recipes, talk to consumers about the provenance of Scotch Lamb and encourage them to give it a try.

Although the campaign is currently using a model selected to embody the spirit of the 'Local Hero', if the campaign proves successful with consumers QMS could be on the hunt for real local heroes in time for the new season in August.

"For this trial launch of the campaign we had to use a model, but we're hoping that this campaign strikes a chord with consumers so we can highlight the real local heroes from throughout Scotland," said Vernet.

"This campaign comes at a time when research shows people are increasingly interested in the welfare of animals raised for food.

"We thought it was time to show consumers the guarantees in traceability and welfare they get with the Scotch Lamb brand. The dedication of farmers in upholding these high standards really makes them our local heroes."

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