The recent Scotch Lamb PGI marketing campaign undertaken by Quality Meat Scotland (QMS) has delivered strong results for the industry in Scotland.
Figures from Kantar Worldpanel (12 week data to 5 November 2017) show retail sales of Scottish-origin lamb in Scotland increased by 38.2% during the high impact “Wham Bam Lamb” campaign compared with the same period last year
Overall retail sales of lamb in Scotland increased by 3.5% in value terms during the period of the QMS marketing campaign (12 week ending 5th November 2017) and the average price of Scottish-origin lamb increased by 13.2% to £10.01 per kg.
The campaign saw a 27% volume increase of the number of people buying lamb and shoppers were buying it more often.
This strong Scottish Origin performance was set against a declining UK market, with overall sales of lamb decreasing by over 10% across the country.
The “Wham Bam Thank You Lamb” campaign, which has been running for four years, aims to change shoppers’ perceptions about lamb and establish its credentials as simple, versatile and ideal ingredient for the weekly shopping lists.
The Scotland-wide, twelve-week campaign included billboard, press and radio advertising as well as on-line and in-store activity with sampling by Scotch “Lambassadors” in selected stores across the country.
Recipe leaflets and other point of sale materials were also distributed via the members of the Scotch Butchers Club, run by QMS.
Suzie Carlaw, QMS Marketing Controller, said that the results confirmed that the campaign had driven strongly for the industry.
“The primary focus of this campaign was to demonstrate how simple and quick it is to cook delicious, nutritious, mid-week family meals with Scotch Lamb and the results clearly show that during the campaign, the Scottish public are increasing their consumption,” said Miss Carlaw.
“The figures from Kantar Worldpanel also demonstrate that when lamb is put front of mind with consumers through a promotional campaign like ‘Wham Bam Thank You Lamb’ great results can be achieved.
“It’s also really encouraging that the figures show there is a strong demand for chops, steaks and mince from the younger demonstration which highlights that they don’t just view lamb as a Sunday meal but as a mid-week meal too.”