25th February 2011

Scotch Lamb campaign urges consumers to “Buy Local”

A new Scotch Lamb campaign, developed by Quality Meat Scotland, is urging consumers to “Buy Local” when making their purchase decisions.

The adverts are based on striking new creative which tempts consumers with a tantalising dish of Scotch Lamb cutlets served with seasonal vegetables.

The four week campaign now underway features print advertising, including a cover wrap in The Times Food and Drink Supplement, as well as six sheet billboards at major retailers. The activity also includes on-line presence on key cooking and recipe websites.

“The ‘Buy Local’ campaign is aimed at encouraging consumers to remember what makes Scotch Lamb stand out from its competitors, including the centuries of tradition which underpins its production.

“Unlike many other parts of the world Scotch Lamb is produced very naturally with the meat taking on the flavour of the pastures in different parts of Scotland and, not only is it delicious, consumers have every reason to feel very proud of the product produced on their doorstep,” said Suzie Carlaw, QMS Marketing Manager.

“Scottish farmers were first in the world to create the quality assurance schemes which remain at the heart of our industry’s production process and provide our consumers with assurance on the quality of the product and, importantly, other areas including the health and welfare of the animals,” Ms Carlaw added.

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