Marketing campaign boosts sales of Scottish lamb

Scotch Lamb PGI has received a sales increase, thanks to an advertising campaign undertaken by Quality Meat Scotland (QMS). 

The latest figures from Kantar Worldpanel for the 12 weeks ending 9 October 2016 showed that, during the campaign, Scottish origin sales of lamb in Scotland increased by 10.5% in value. Meanwhile, origin lamb was commanding a retail price premium of 11%.

This was in contrast to overall sales of lamb in the Great British market, which decreased -10.6%.

IGD research also revealed that 70% of the campaign’s target shoppers agreed that Scotch Lamb PGI was produced to a higher standard, with 60% claiming that it was the best available.

The Wham Bam Thank You Lamb initiative is designed to challenge shoppers’ perceptions about lamb and to promote it as a versatile and simple dish to cook during the week.

The 12-week campaign, which is now in its fourth year and took place across Scotland, included billboard, press and radio advertising, as well as having an online presence and in-store activity including sampling activity by Scotch Lambassadors in selected stores.

Members of QMS’ Butchers Club benefited from recipe leaflets and other point-of-sale materials.

“The primary focus of this campaign was how simple and quick it is to cook delicious, nutritious, mid-week family meals with Scotch Lamb and the results clearly show that, during the campaign, younger families have been purchasing more Scotch Lamb,” explained Suzie Carlaw, marketing controller with QMS.

“It’s also really encouraging that the figures from Kantar Worldpanel reveal that, during the campaign, chops and steaks have driven growth in Scottish origin lamb by 28% in value, demonstrating that consumers are now viewing Scotch Lamb as a mid-week meal, not just for a Sunday roast.”

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