QMS enlists help of beauty queen for latest lamb campaign

With the help of Miss Scotland, Quality Meat Scotland (QMS) has launched a new Scotch Lamb campaign which aims to reach 90% of Scottish adults.

Alongside its ‘Wham Bam Thank You Lamb’ campaign, which has won two silver medals at this year’s Scottish Marketing Society awards, QMS will team up with the National Farmers’ Union (NFU) Scotland and the National Sheep Association Scotland (NSAS) for the ‘Love Scotch Lamb Weekend’.

Suzie Carlaw, marketing controller at QMS, said the campaign aimed to increase lamb’s popularity with Scottish consumers: “Scots eat much less lamb per capita than elsewhere in the UK, so we are encouraging them to make Scotch Lamb a regular purchase by tempting them with dishes which can be cooked in half an hour or less.”

The weekend, due to take place between 23-24 August will see lamb producers offering lamb samples to consumers in Scottish town centres. Miss Scotland, Ellie McKeating, pictured in a ‘Scotch Lamb’ dress, will also be on hand to help promote the product: “I’ve been learning more about the quality assurance and traceability behind Scotch Lamb and I’m looking forward to meeting farmers and consumers in the coming weeks,” McKeating explained.

NFU Scotland representative and sheep farmer Martin Kennedy hopes the quality of the lamb on offer throughout the weekend will tempt consumers into regular purchases: “We are going to have dozens of Scottish sheep farmers around the country on Love Scotch Lamb weekend, talking to the public about what goes in to putting fresh, tasty Scotch Lamb on their plates.

“We are justifiably proud of the lamb we produce in Scotland, and by tempting shoppers with a wee taste of this fantastic product, we hope to remind those who regularly buy lamb about what a fantastic, versatile meat it is.  At the same time, there is a new generation of shoppers out there that we want to encourage to love Scotch Lamb.”

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