5th February 2009

QMS tunes-in to young consumers

Scotch Lamb is tuning-in to younger consumers with the launch of a new radio campaign this month.

Picking up on a growing trend amongst young consumers towards eating lamb, the Scotch Lamb It’s Easy campaign will be broadcasting on major metropolitan radio stations and will give budding gourmets the chance to cook with Nick Nairn.

The adverts focus on just how easy Scotch Lamb is to cook and how delicious it is. Listeners also have the opportunity to win a night in a luxury hotel as well as a day at Nick Nairn’s cook school.

This will be backed up our new ‘Simply Seasonal’ recipe booklet to be distributed by our Scotch Lamb brand ambassadors in 115 supermarkets. The ambassadors will talk to consumers about Scotch Lamb and highlight its attributes as well as giving the customer a free recipe booklet to take away.

QMS Head of Marketing, Laurent Vernet, said: “This is the second year of our well received ‘It’s Easy’ campaign which enables us to build on our work in 2008 to expand lamb consumption beyond the over 40s, traditionally the core consumers.

“Taking to the airwaves for the first time in years will give us a chance to promote Scotch Lamb to more than a million younger consumers and through our in-store promotions and online recipes will show them that lamb is the perfect meat for easy and tasty meals.”

The value of sales of identified Scottish origin lamb in Scotland have increased by 17.6% over the past year. Price has played a part in this, with a rise of 8.7% over the past year, but the sector also saw a volume growth of 8.1% in 2008.

Some of the increase is down to buyers from single and two children households, and the lamb purchaser in Scotland has moved to a slightly younger demographic with the under 28s market increasing and housewives aged between 35-44 also rising.

Laurent said: “We’re hoping that by tuning in to a younger audience we can  help them feel more confident in the kitchen and increase the frequency that they buy Scotch Lamb, and one lucky listener will get the chance to try new ideas out in the kitchen with Nick Nairn.”

Adverts will be broadcast on the Scottish Bauer Radio stations, Moray Firth, Radio Borders, Clyde, Forth, Northsound, Tay and Westsound stations.

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