Scotch Lamb Campaign Wins Leading Industry Award

Quality Meat Scotland’s Scotch Lamb, Naturally campaign has received the coveted Consumer Relations Campaign award at the 2019 Chartered Institute of Public Relations (CIPR) Scotland Awards.  [[{"fid":"48435","view_mode":"default","attributes":{"style":"margin: 10px; padding: 0px; border-image: none; width: 240px; height: 340px; text-align: left; color: rgb(0, 0, 0); text-transform: none; text-indent: 0px; letter-spacing: normal; font-size: 13px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; word-spacing: 0px; vertical-align: baseline; white-space: normal; cursor: default; max-width: 99%; orphans: 2; float: right; -webkit-text-stroke-width: 0px;","class":"media-element file-default","data-delta":"1"},"fields":{"format":"default","field_file_image_alt_text[und][0][value]":false,"field_file_image_title_text[und][0][value]":false},"link_text":null,"type":"media","field_deltas":{"1":{"format":"default","field_file_image_alt_text[und][0][value]":false,"field_file_image_title_text[und][0][value]":false}}}]]

Scotch Lamb, Naturally beat competition from four other shortlisted entries to take home the accolade at the ceremony recently held at the Radisson Blu hotel in Glasgow.

The judges commended QMS and integrated marketing communications agency Weber Shandwick for “excelling by having some highly innovative ideas, conducting thorough research and demonstrating detailed planning, resulting in a campaign that can be seen to have a great impact.”

QMS and Weber Shandwick worked together to devise and develop the Scotch Lamb, Naturally campaign to encourage consumers in Scotland to eat more Scotch Lamb PGI and learn more about its welfare and sustainability credentials.

The campaign, which ran for nine-weeks and included an integrated mix of television advertising along with billboard, press, digital, social media, radio and PR, resulted in a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer during the 12-week campaign period, according to figures from Kantar Worldpanel to the week ending 4th November 2018.

Lesley Cameron, Marketing & Communications Director for Quality Meat Scotland, said: “We’re hugely proud of the Scotch Lamb, Naturally campaign, which delivered excellent results by responding to specific perceptions of red meat identified through consumer research.

“The creative execution was embedded in consumer insight and helped challenge traditional views and deliver an increase in sales of lamb. It also successfully championed the positive sustainability and traceability messages of lamb that bears the Scotch logo.

“A huge well done to the marketing and communications team, our agency and industry who were involved in delivering what has become a multi-award winning, impactful campaign.”

The award adds to a string of recent awards success, including the PRCA Dare Awards where QMS took home In-House Team of the Year and the Consumer Relations award for Scotch Lamb, Naturally (with Weber Shandwick), as well as Marketing Campaign of the Year at the Scotsman Food & Drink Awards.

The newest phase of Scotch Lamb, Naturally is live now and includes an intensive programme of marketing, advertising and PR activity in place across Scotland until the end of October.

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