28th July 2016

Scotch Lamb PGI Campaign Focuses on Speed and Simplicity

A high-impact advertising campaign behind Scotch Lamb PGI is set to be launched by Quality Meat Scotland (QMS) in the coming weeks.

The 2016 Scotch Lamb PGI campaign - set to reach over 88% of Scottish adults – builds on last year’s campaign which boosted retail sales of fresh lamb in Scotland by 8%.

This year’s edgy “Wham Bam Lamb” campaign, which focuses on how simple and quick it is to cook delicious, nutritious mid-week family meals with Scotch Lamb, will include billboard, press and radio advertising as well as on-line and in-store activity including sampling activity by Scotch “Lambassadors” in selected stores across the country.

Recipe leaflets and other point of sale materials will also be distributed via the members of the Scotch Butchers Club, run by QMS.

A range of new recipe videos for on-line and social media use, created in simple steps using short, fast-motion videos which are optimized for Facebook to ensure they appeal to today’s social media savvy consumers, will also be launched in August.

Following the success of last year’s “Love Lamb Weekend”, “Love Lamb Week”, which will run from September 1st-7th, will incorporate a range of activities around the country to celebrate all that is wonderful about Scotch Lamb PGI.

Laurent Vernet, Head of Marketing at QMS said a key objective of the 2016 campaign will be to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb.

“We want to encourage our target market - young professionals and busy working parents - to make Scotch Lamb PGI a more regular purchase by tempting them with nutritious dishes which can be cooked in half an hour or less.

“Scotch Lamb PGI as a brand is recognised by 81% of the Scottish population, however, there is still the perception by some that lamb is slow to cook and is just for roasting at the weekend. We therefore have a huge opportunity to raise the profile of lamb as a fast, simple and delicious meal option.”

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