QMS Lamb campaign up for marketing award

Quality Meat Scotland’s (QMS) ‘Wham Bam Thank You Lamb’ campaign has been shortlisted for a national marketing award.

The marketing campaign aimed to promote the versatility and simplicity of cooking with PGI-protected Scotch Lamb. The ‘Wham Bam Thank You Lamb’ campaign has been recognised by the Marketing Society Scotland Star Awards after research found that 61% of the target audience believed lamb was easy to cook compared with just 57% before the campaign launched. The research, compiled by food and grocery charity IGD, also found there to be a 6% increase in consumers viewing lamb as a great mid-week meal. The Scotland-wide campaign involved prime-time radio commercials, print advertising and the use of social media sites, such as Twitter and Facebook.

Suzie Carlaw, QMS marketing controller, said: “To be shortlisted for two awards at the  Marketing Society Scotland Star Awards is a great testament to the success of this campaign. We are incredibly passionate about Scotch Lamb PGI and raising its profile.

“Campaigns such as ‘Wham Bam Thank You Lamb’ communicate to Scottish consumers that lamb is a quick, easy, versatile and modern meal solution.”

This year marks the 10th anniversary of the Marketing Society Scotland Star Awards, one of the industry’s most prestigious awards schemes. The QMS campaign has been shortlisted for both the Advertising and the Integrated Marketing Awards in the communication category, which celebrate the country’s top marketing campaigns and achievements.

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