27th July 2015

QMS “Love Scotch Lamb” Campaign Shortlisted for PR Award

Quality Meat Scotland’s 2014 “Love Scotch Lamb” public relations campaign has been announced as a finalist in a major industry award, just weeks ahead of the launch of the 2015 campaign.

Last year’s PR campaign, which supported QMS’s award-winning “Wham Bam Lamb” marketing campaign, is one of a very strong line-up of finalists short-listed for best “Consumer Relations Campaign” in the Chartered Institute of Public Relations Pride Awards 2015.

The annual awards recognise “exceptional talent and best practice” in the delivery of public relations and communications activity. The “Love Scotch Lamb” campaign is up against a tough field of finalists in its category including IRN-BRU, Tennent’s Lager and Whyte and Mackay.

Last year’s “Love Scotch Lamb” campaign saw QMS work with Miss Scotland, Ellie McKeating - an avid fan of Scotch Lamb PGI. She launched the 2014 marketing campaign in a stunning Scotch Lamb PGI branded dress.

The unique dress, created using Scottish wool by Edinburgh-based designer Alison Harm at Psychomoda, celebrated the high quality and natural wholesomeness of Scotch Lamb and generated extensive media interest.

The key objective of the marketing and PR campaigns was to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. Last year’s campaign boosted retail sales of lamb in Scotland by 11%.

An exciting, new component of the 2014 campaign was the “Love Scotch Lamb Weekend” which took place at the end of August.

Part of the activity of this weekend, organised jointly by QMS, NFU Scotland and the National Sheep Association, saw sheep farmers heading into town centres and retailers to meet consumers and encourage them to sample top quality Scotch Lambs.

Carol McLaren, Head of Communications with Quality Meat Scotland, said she was delighted the campaign had been short-listed.

“We will shortly be launching the 2015 campaign behind Scotch Lamb PGI which will run throughout August and September and so this recognition of the success of all the work which went into the 2014 campaign is really encouraging.

“Our thanks to all of those who we worked with during the campaign and to our farming industry for their support and encouragement of the small QMS team.

“A huge amount of work behind the scenes has again gone into the preparations for this year’s campaign which we hope will be equally as successful for our industry. We will be unveiling the 2015 campaign details in the coming weeks ahead of its launch at the start of August!”

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