QMS lamb campaign to debut in August

Quality Meat Scotland is to launch a new advertising campaign for Scotch Lamb PGI
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Quality Meat Scotland (QMS) is set to hit 3.7 million consumers with its latest advertising campaign.

Launching in August, the 2015 Scotch Lamb PGI campaign is planned to reach over 90% of Scottish adults.

A key objective of the 2015 campaign will be to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. The two-month campaign will harness a range of marketing activities to drive Scotch Lamb sales.

The campaign will include billboard, press and radio advertising as well as on-line and in-store activity, including 80 days of activity by Scotch ‘Lambassadors’ in Tesco and Asda.

Recipe leaflets and other point-of-sale materials will also be distributed via the members of the Scotch Butchers Club, run by QMS.

A range of new videos for online and social media use, with Edinburgh-based chef Daniella Forbes and Glasgow-based chef Justin Maule demonstrating dishes, will also be launched in the coming weeks.

This year’s ‘Love Scotch Lamb Weekend’ will be on 4 and 5 September, when a range of activities will take place around the country to celebrate all that is wonderful about Scotch Lamb PGI.

It is hoped the 2015 campaign will build on last year’s, which boosted retail sales of lamb in Scotland by 11%.

QMS’ award-winning ‘Wham Bam Lamb’ campaign resulted in demand rising by 87 tonnes (t) of lamb over the 12-week activity in 2014, with an extra 28,800 Scottish households buying lamb between August and October.

“This year’s campaign is very much building on last year’s recipe for success. It was not only those who are lamb-eaters who bought more lamb during the campaign period, but also new consumers who don’t usually buy lamb even once a year,” said Suzie Carlaw, QMS marketing controller. “The target audience for the campaign is very much young professionals and busy working parents and the message is very much that lamb is not just for roasting at the weekend – it can also make a quick, nutritious mid-week meal for all ages to enjoy.

Historically, Scotland has consumed less lamb than other parts of GB. Around 4,000t of lamb (worth around £34 million) is eaten each year in Scotland, with about 44% of the population purchasing lamb at least once in the last year (versus 57.8% in Great Britain).

Carlaw added that the campaign would have to overcome perceptions around lamb.

“We know that we have successfully established Scotch Lamb PGI as a brand that is recognised by 83% of the Scottish population,” she said. “However, there is still the perception by some that lamb is slow and difficult to cook, so we have a huge opportunity to raise the profile of lamb as a quick and easy, value-for-money meal option.

“That is the main focus of our forthcoming campaign, which focuses on simple, speedy family dishes and we very much hope will again deliver a strong result for our industry.”

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