Scotch Lamb PGI Campaign Wins Scottish Creative Award

Hot on the heels of winning two awards earlier this year, a Quality Meat Scotland (QMS) campaign to encourage consumers to understand the versatility, simplicity and speed of cooking with Scotch Lamb PGI has lifted an award at the Scottish Creative Awards.

The successful “Wham Bam Thank You Lamb” campaign won the Advertising Strategy category of the awards which recognise the achievements of Scotland’s creative sector and are attended by the elite of the marketing industry.

This is the third award the campaign has won after picking up two silver awards at the Scottish Marketing Society Star Awards in June.

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 by food and grocery research organisation IGD found that after the “Wham Bam Thank You Lamb” campaign in 2013, 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.

This year’s three-month long campaign is on course to reach 90% of Scottish adults - more than 3.6 million people - and features billboard, press and radio advertising as well as on-line and in-store activity including 165 days of activity by Scotch Lambassadors in Tesco and Asda.

This year also saw an exciting new component to the campaign, “Love Scotch Lamb Weekend”, which took place at the end of August and was jointly organised by QMS, NFU Scotland and the National Sheep Association.

Suzie Carlaw, QMS Marketing Controller said: “To win this award is a great accolade. We have had some fantastic feedback on the campaign and for it to beat off very stiff competition, to be formally recognised at the Scottish Creative Awards, is a great testament to the impact of the campaign.”