The recent Scotch Lamb PGI advertising campaign '#WhamBamLamb' undertaken for the Scottish industry by Quality Meat Scotland (QMS) has delivered strong results.
Latest figures from Kantar Worldpanel (12-week data to 9th October 2016) show that during the campaign, identified Scottish origin sales of lamb in Scotland increased by 10.5% in value. Scottish origin lamb was also commanding a retail price premium of 11%.
This strong Scottish-origin performance was set against a declining GB market in general, with overall sales of lamb decreasing by 10.7% in GB.
Research from IGD has also found that 70% of the target shoppers agreed that Scotch Lamb PGI is ‘produced to a higher standard’ and 60% agreed it is ‘the best available’.
The high-impact “Wham Bam Thank You Lamb” campaign, which is in its fourth year, aims to change shoppers’ perceptions about lamb and establish lamb’s credentials as simple, versatile and ideal ingredient for the weekly shopping lists.
The Scotland-wide 12-week campaign, included 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.
Suzie Carlaw, Marketing Controller with QMS, said that the results confirmed that the campaign had delivered for the industry.
“The primary focus of this campaign was how simple and quick it is to cook delicious, nutritious, mid-week family meals with Scotch Lamb and the results clearly show that during the campaign, younger families have been purchasing more Scotch Lamb.
“It’s also really encouraging that the figures from Kantar Worldpanel reveal that during the campaign, chops and steaks have driven growth in Scottish origin lamb by 28% in value, demonstrating that consumers are now viewing Scotch Lamb as a mid-week meal, not just for a Sunday roast.”
