A two-month long advertising campaign aimed at boosting sales of Scotch Lamb is kicking off next month.
The Wham Bam Lamb campaign, organised by red meat promotion body Quality Meat Scotland (QMS), aims to reach 90% of Scottish adults – the equivalent of 3.7million consumers.
According to QMS, the same campaign which ran last year, resulted in an extra 87 tonnes of lamb being consumed and an extra 28,800 households buying lamb over a 12-week period.
“This year’s campaign is very much building on last year’s recipe for success. It was not only those who are lamb-eaters who bought more lamb during the campaign period but also new consumers who don’t usually buy lamb even once a year,” said QMS marketing controller Suzie Carlaw.
She said this year’s campaign aims to encourage consumers to understand the “versatility, simplicity and speed of cooking with lamb”.
The campaign will feature billboard, press and radio advertising as well as online and in-store activity including 80 days of work by Scotch ‘Lambassadors’ in Tesco and Asda.
There will also be a range of recipe leaflets distributed by butchers.
“The target audience for the campaign is very much young professionals and busy working parents and the message is very much that lamb is not just for roasting at the weekend – it can also make a quick, nutritious mid-week meal for all ages to enjoy,” said Ms Carlaw.
“We know that we have successfully established Scotch Lamb PGI as a brand which is recognised by 83% of the Scottish population. However, there is still the perception by some that lamb is slow and difficult to cook so we have a huge opportunity to raise the profile of lamb as a quick and easy, value-for-money meal option.
“That is the main focus of our forth-coming campaign which focuses on simple, speedy family dishes and we very much hope will again deliver a strong result for our industry.”
She said this year’s lamb promotional weekend – Love Scotch Lamb Weekend – will take place on September 4-5.