Campaign Highlights Simplicity and Speed of Scotch Lamb

Quality Meat Scotland (QMS) is this week launching a high impact marketing campaign set to inspire millions of Scots about how easy it is to cook tasty, quick Scotch Lamb meals.

This year’s campaign builds on the success of the “Wham Bam Lamb” campaign which has over the past four years highlighted the versatility of Scotch Lamb PGI.

The ten-week campaign aims to encourage shoppers to add lamb to their weekly shopping lists and promotes Scotch Lamb PGI as a versatile ingredient ideal for busy families to enjoy as a mid-week meal.

The Scotland-wide campaign is set to reach almost four million consumers and 92% of Scottish families, highlighting Scotch Lamb PGI at its seasonal best. Among the quick and tasty recipes featured in the campaign are family favourites made with lamb such as meatballs, stir fries, biryani and kebabs.

The campaign will be supported by online activity as well as in-store sampling of a range of easy dishes by Scotch Lamb ambassadors who will be tempting customers in Morrisons, Aldi and Costco stores throughout Scotland.

The campaign will include billboard advertising using striking imagery of Scotch Lamb dishes located strategically around the country. There will also be an eight-week long radio advertising campaign to increase understanding of how simple and quick lamb is to use as an ingredient for delicious, nutritious mid-week family meals.

This year the radio activity will feature an exciting new competition to temp listeners around the country who could win a lunch party for friends and family featuring tasty Scotch Lamb dishes and hosted by two special guests.

Last year the high-impact “Wham Bam Lamb” campaign saw the value of identified Scottish-origin lamb sales increase by 10.5%, a reflection of consumers’ increase awareness that lamb is a simple, easy-to-cook meat.

“Our campaign encourages shoppers to make the most of a meat which is bursting with flavour and such a great ingredient for a whole range tasty dishes that can be cooked in under 30 minutes,” said Suzie Carlaw, Marketing Controller with QMS.

“Scotch Lamb PGI as a brand is recognised by 79% of our target market and this year’s campaign is a fantastic opportunity to really inspire Scots about this national treasure of a natural ingredient which our farmers are very proud to produce,” said Miss Carlaw.

As part of this year’s Scotch Lamb campaign QMS is also supporting Love Lamb Week (1st – 7th September), a UK-wide initiative to celebrate lamb, as well as Scottish Food Fortnight (2nd – 17th September).

For more information on Scotch Lamb PGI, recipe ideas and inspiration, please visit: www.whambamlamb.com.