Quality Meat Scotland’s 2016 Scotch Lamb PGI public relations campaign has been short-listed for two awards in the prestigious Chartered Institute of Public Relations (CIPR) PRide Awards 2017.
The PR campaign, which supported QMS’s award-winning “Wham Bam Lamb” marketing campaign, is one of a very strong line-up of finalists nominated for best “Consumer Relations Campaign” and “Integrated Campaign”, respectively.
The annual CIPR Pride Awards recognise and reward “outstanding work in communications both in the private and public sector” and are judged by a team of leading industry experts.
The 2016 Scotch Lamb PR campaign, which was fronted by Double Olympic gold medallist and busy, working mum Rebecca Adlington, showcased the versatility, simplicity and speed of cooking with lamb.
Ms Adlington, a huge fan of Scotch Lamb PGI, paid a visit to a primary school to get some hands-on cooking experience and then visited a local butcher’s shop as well as a farm to learn about the quality assurance, traceability and animal welfare standards which underpin the iconic Scottish brand.
The campaign also included an exciting new component which saw QMS working with TV favourite Lorraine Kelly as part of the STV Children’s Appeal. Through the Scotch Lamb Kilt2Work initiative and Kilt Walk, the Scottish red meat industry rallied to raise funds for the worthwhile cause which supports children’s projects throughout Scotland.
Carol McLaren, QMS Head of Communications said she was delighted that the campaign has been shortlisted for the two awards.
“To be nominated for such respected industry awards is great recognition of the success of the campaign and the hard work of all of those who we worked with,” she said.
Winners will be announced at a black tie ceremony at Radisson Blu, Glasgow on 5 October 2017.
For more information about Scotch Lamb PGI, please visit: www.scotchkitchen.co.uk or follow Scotch Kitchen on Facebook and Twitter.