9th March 2009

Lamb campaign breaks radio record

The latest campaign to promote Scotch Lamb has had one of the biggest responses in Scottish Radio history.

Outlining how easy it is to cook with Scotch Lamb, the campaign ran recently on the Scottish Bauer Radio group stations, and was backed with a competition which collected the highest number of entries in the group’s history.

More than 4,500 people entered the competition, with more than 70% opting in to receive more information about Scotch Lamb, making it the best Bauer Scotland promotion held so far.

The competition winner, Caroline Black of Balerno, Edinburgh won a trip for two to the Nick Nairn Cook School, a day’s tuition with Nick and overnight accommodation at the nearby Lake of Menteith Hotel.

Laurent Vernet, Head of Marketing for Quality Meat Scotland, said: “We were amazed by the response we got to this promotion, which is a good indicator that people’s interest in food and cooking still remains strong.

“It was also the first time we had marketed Scotch Lamb on the radio and our emphasis on how easy lamb is to cook with seems to have piqued the interest of Scottish listeners.

“What was particularly impressive is that 70% of the people that entered the competition clicked through to opt in for further information and download the free Scotch Lamb recipe book, a great response.

“Although Scots were not traditionally lamb eaters, results like this show that they are still looking for interesting alternatives to cook at home, and Scotch Lamb seems to fit the bill perfectly.”

The market for lamb sold in Scotland was worth more than £31.7 million, and saw more than 4,151 tonnes bought by consumers over the past 12 months.

The campaign featured a series of adverts promoting the competition and driving traffic to a special mini site filled with information and recipes highlighting how diverse dishes with lamb can be. Each entrant was automatically taken to the Scotch Lamb website on completion of their entry.

For more information about Scotch Lamb, visit www.scotchbeefandlamb.com

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