Wham Bam Lamb campaign from Quality Meat Scotland

Quality Meat Scotland (QMS) is set to launch a new advertising campaign for Scotch Lamb PGI. 

This year’s “Wham Bam Lamb” campaign, which focuses on how simple and quick it is to cook delicious, nutritious mid-week family meals with Scotch Lamb, will include billboard, press and radio advertising as well as online and in-store activity including sampling activity by Scotch “Lambassadors” in selected stores across the country.

The promotion is set to reach more than 88% of Scottish adults and builds on last year’s campaign which boosted retail sales of fresh lamb in Scotland by 8%.

Laurent Vernet, head of marketing at QMS, said a key objective of the 2016 campaign will be to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb.

“We want to encourage our target market – young professionals and busy working parents – to make Scotch Lamb PGI a more regular purchase by tempting them with nutritious dishes which can be cooked in half an hour or less.

“Scotch Lamb PGI as a brand is recognised by 81% of the Scottish population. However, there is still the perception by some that lamb is slow to cook and is just for roasting at the weekend. We therefore have a huge opportunity to raise the profile of lamb as a fast, simple and delicious meal option.”

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 recipe videos for online and social media use, created in simple steps using short, fast-motion videos which are optimised for Facebook, will also be launched in August.

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?