25th August 2016

Countdown Underway for Love Lamb Week!

A week of activity celebrating the quality and versatility of one of Scotland’s most natural foods - Scotch Lamb PGI – will kick off next week (1-7 September).   Quality Meat Scotland has a range of activities planned during Love Lamb Week, a UK-wide collective push to raise the profile of lamb, 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.   Scotch Lamb in-store promotional events will also be in full swing with 36 taking place in retailers across Scotland during Love Lamb Week alone. Throughout the on-going Scotch Lamb campaign, QMS is undertaking 89 days of Scotch Lamb in-store promotional activity in Scottish retailers.   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 - set to reach over 88% of Scottish adults – building 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 and the eleven 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 on-line 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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