‘Wham Bam Lamb’ campaign delivers 38% increase in Scotch lamb sales

Quality Meat Scotland’s (QMS) ‘Wham Bam Lamb’ campaign 2017 has increased sales of Scottish-origin lamb in Scotland by 38.2%. 

Citing data from Kantar Worldpanel for the 12 weeks ending 5 November 2017, QMS highlighted that sales of lamb in Scotland increased by 3.5% during the campaign. The average price of Scottish-origin lamb also increased by 13.2% to £10.01 per kg. 

Furthermore, a 27% volume increase of the number of people purchasing lamb was recorded, with shoppers buying it on a more frequent basis. 

According to QMS, the success of Scotch Lamb was achieved against the backdrop of declining sales in the UK. 

This is the fourth year that the campaign has taken place. Suzie Carlaw, QMS marketing controller, said: “The primary focus of this campaign was to demonstrate 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, the Scottish public are increasing their consumption.”

The 12-week campaign was supported by promotional billboards, press and radio advertising, as well as online and in-store activity, with ‘Lambassadors’ offering samples of Scotch Lamb in selected stores throughout the country.

Recipe leaflets were distributed, and other point of sale materials were made available for members of QMS’ Scotch Butchers Club.

“The figures from Kantar Worldpanel also demonstrate that when lamb is put front of mind with consumers through a promotional campaign like ‘Wham Bam Thank You Lamb’ great results can be achieved,” added Carlaw. 

“It’s also really encouraging that the figures show there is a strong demand for chops, steaks and mince from the younger demonstration which highlights that they don’t just view lamb as a Sunday meal but as a mid-week meal too.” 

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