3rd September 2015

QMS Welcomes Retailer Support for Scotch Lamb PGI Campaign

Scotland’s retailers are showing strong support to Quality Meat Scotland’s on-going campaign to raise the profile of the simplicity and versatility of Scotch Lamb PGI.

Collectively the multiple retailers and independent butchers actively supporting the “Wham Bam Thankyou Lamb” campaign represent over *70% of the lamb retail market in Scotland.

Among the multiple retailers who are also providing space in their stores for QMS ambassadors to cook simple delicious Scotch Lamb dishes to serve to shoppers are Aldi, Asda, Morrisons and Tesco.

“In total our ambassadors are delivering around 112 days of Scotch Lamb sampling in retailers throughout Scotland and we’re delighted with the support being shown by retailers,” said Laurent Vernet, QMS Head of Marketing.

“The sampling activities are a fantastic opportunity to showcase Scotch Lamb and also create some excitement and theatre in the aisles.

“To have the Scotch Lamb logo present in retailers representing *85% of total sales of lamb in Scotland is very encouraging for our industry.”

A key objective of the 2015 campaign is to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. The two month long campaign is harnessing a range of marketing activities to drive Scotch Lamb sales.

Historically, Scotland has consumed less lamb than other parts of GB. Around 4,000 tonnes of lamb (worth around £34 million) is eaten each year in Scotland with about 44% of the population purchasing lamb at least once in the last year (versus 57.8% in Great Britain).

The main audience for the campaign - targeting 3.7 million consumers - is young professionals and busy working parents and the message is very much that lamb is not just for roasting at the weekend – it can also make a quick, nutritious mid-week meal for all ages to enjoy. Set to reach over 90% of Scottish adults – it builds on last year’s very successful campaign which boosted retail sales of lamb in Scotland by 11%.

The marketing push includes billboard, press and radio advertising as well as the in-store activity. Recipe leaflets and other point of sale materials are also being distributed via the members of the Scotch Butchers Club, run by QMS.

A range of new videos for on-line and social media use, featuring Edinburgh-based chef Daniella Forbes and Glasgow-based chef Justin Maule demonstrating simple, delicious dishes, has also been produced.

This countdown is on to “Love Scotch Lamb Weekend” on September 5th and 6th, when a range of activities will take place around the country to celebrate all that is wonderful about Scotch Lamb PGI.

Scotch Lamb will be one of the main ingredients showcased in the Scotch Lamb Cookery Theatre at Dundee Food and Flower Festival (Sept 4th, 5th and 6th) when the line-up of high-profile chefs includes Masterchef presenter Gregg Wallace who recently launched the Scotch Lamb campaign.

Among the other contestants taking part will be Masterchef: TheProfessionals winner Jamie Scott, finalist Scott Davies, formerly of the Adamson and now at the Michelin-starred Three Chimneys in Syke. MasterChef finalist and Scottish Chef of the Year 2015, Adam Handing and Brian McLeish, chef/proprietor at the Moonfish Café in Aberdeen will also be demonstrating at the Festival.

The #lovescotchlamb weekend will also see Scotch Lamb high profile at Let’s Eat Glasgow (September 5th and 6th) where Glasgow’s top chefs and the cream of food and drink producers from the west of Scotland will serve up a sensational menu bursting with flavour.

And QMS will also be welcoming a host of leading London food bloggers to an event in Edinburgh and the surrounding areas to showcase Scotch Beef and Scotch Lamb during that weekend.

*stats are based on Kantar Worldpanel (52 weeks to 21 June 2015).

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