Scotch Lamb Campaign Wins Prestigious Award

Quality Meat Scotland’s Scotch Lamb, Naturally campaign has been named Marketing Campaign of the Year at the Scotsman Food & Drink Awards.

Scotch Lamb, Naturally beat competition from Edinburgh Food Festival and Tamdhu Speyside Single Malt to take home the accolade at the ceremony held in Edinburgh this week.

Quality Meat Scotland (QMS) worked with integrated marketing communications agency Weber Shandwick 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 nine-week campaign in autumn 2018 saw a combination of television advertising along with billboard, press, digital, social media, radio and PR, and 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.

Just this week, the newest phase of Scotch Lamb, Naturally launched with an intensive programme of marketing, advertising and PR activity in place across Scotland until the end of October.

Alan Clarke, Chief Executive of Quality Meat Scotland, said: “The brilliant results of the Scotch Lamb, Naturally campaign speak for themselves, delivering not only an increase in sales but also helping challenge traditional perceptions of how lamb is prepared and served.

“This success would not be possible without the work delivered by the entire marketing and communications team in helping share the industry’s hugely positive messages and raising the profile of Scotland’s world-leading red meat brands.”

The shortlist adds to recent success at the PRCA Dare Awards, where QMS took home In-House Team of the Year as well as the Consumer Relations award for Scotch Lamb, Naturally (with Weber Shandwick).

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