22nd April 2014

Scotch Lamb PGI campaign shortlisted for Marketing Society Scotland Star Awards 2014

A Quality Meat Scotland campaign to highlight the versatility and simplicity of cooking with Scotch Lamb PGI has been shortlisted in the Marketing Society Scotland’s Star Awards.

The successful “Wham Bam Thank You Lamb” campaign has been shortlisted for both the Advertising and the Integrated Marketing Awards in the communication category of the awards which celebrate the country’s top marketing campaigns and achievements.

This year marks the 10th anniversary of the Marketing Society Scotland Star Awards, one of the industry’s most prestigious awards schemes. Over 250 entries were submitted across 33 awards under five core categories; strategic, development, communications, sector and champion.

QMS launched the “Wham Bam Thank You Lamb” campaign last year to increase awareness of Scotch Lamb PGI as an easy to cook ingredient and a great mid-week meal option.

Research from food and grocery research charity IGD found that after the “Wham Bam Thank You Lamb” campaign, 61% of the target audience believed that lamb was easy to cook compared with just 57% before the campaign launched. There was also found to be a six percentage point increase in consumers viewing lamb as a great mid-week meal.

The Scotland-wide campaign included prime-time radio commercials and print advertising as well as the message being spread across social media platforms such as Facebook and Twitter.

Suzie Carlaw, QMS Marketing Controller said: “To be shortlisted for two awards at the  Marketing Society Scotland Star Awards is a great testament to the success of this campaign. We are incredibly passionate about Scotch Lamb PGI and raising its profile.

“Campaigns such as ‘Wham Bam Thank You Lamb’ communicate to Scottish consumers that lamb is a quick, easy, versatile and modern meal solution.”

Caption: Eve Muirhead, who skipped the Great Britain women’s curling team at the Winter Olympics in Sochi, pictured at the launch of the successful “Wham Bam Thank You Lamb” campaign.

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