Love Lamb Week set to start

Scotch Lamb promotions will take off from 1-7 September, with 36 planned in retailers across Scotland during the UK-wide Love Lamb Week.

The marketing push is just part of a wider Scottish retail campaign masterminded by Quality Meat Scotland (QMS), lasting 89 days.

QMS has a range of activities planned during Love Lamb Week and is encouraging all those involved in the Scotch Lamb supply chain to support the week.

QMS’s on-going Scotch Lamb marketing and PR campaign is focusing on raising awareness of how simple and quick it is to make delicious, tasty family meals with Scotch Lamb.

Kicking off the week will be a host of top celebrity chefs including Jak O’Donnell, Jean Christophe Novelli and The Incredible Spicemen – Tony Singh and Cyrus Todiwala – who are set to inspire visitors to the Scotch Lamb Cookery Theatre at Dundee Food and Flower Festival (2nd, 3rd and 4th September), where Scotch Lamb will be one of the main ingredients.

Local chefs will also be on hand to wow the crowds at the festival including Jamie Scott, former Masterchef: The Professionals winner and owner of The Newport Restaurant, Newport on Tay; Adam Newth from the Tayberry Restaurant, Broughty Ferry; Michael Eames from the Malmaison Dundee and Scott Davies and Shirley Spears from the Three Chimneys in Skye, to name just a few.

To coincide with Love Lamb Week, recipe leaflets and other point of sale materials have also been distributed to members of the Scotch Butchers Club, run by QMS.

Farmers and others involved in the industry are being encouraged to support the week which includes a major push via social media using the hashtag #lovelambweek

The Scotch Lamb advertising campaign being run by QMS is targeting three million consumers with the 2016 campaign. It hopes it will reach more than 88% of Scottish adults and build on last year’s campaign, which boosted retail sales of fresh lamb in Scotland by 8%.

A key objective of the 2016 campaign is to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. The 11-week campaign will harness a range of marketing activities to drive Scotch Lamb sales.

As part of this year’s campaign, a range of new recipe videos for online and social media use have been produced. These have been created in simple steps using short, fast-motion videos which are optimized for Facebook to ensure they appeal to today’s social media savvy consumers.

“The target market for the 2016 campaign is young professionals and busy working parents, said Suzie Carlaw, QMS marketing controller. “We want to make Scotch Lamb a regular item on their shopping lists by tempting them with nutritious dishes which can be cooked in half an hour or less.”

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