Scotch lamb campaign succeeds in driving sales
RETAIL sales of fresh lamb in Scotland were lifted by more than eight per cent as a result of a Scotch Lamb marketing campaign, an industry body has claimed.
The increase, says Quality Meat Scotland (QMS), was driven by a QMS advertising campaign entitled ‘Wham Bam Scotch Lamb’. The promotion increased demand for lamb over the two months of the campaign, out-performing sales of fresh lamb across the rest of Britain in the same period. The campaign targeted 3.7 million consumers – more than 90 per cent of Scottish adults – and built on a campaign a year earlier.
A key objective of the 2015 campaign, which took place in August and September, was to encourage consumers to understand how versatile lamb is, as well as being quick and simple to cook.
The campaign harnessed a range of marketing activities to drive Scotch Lamb sales, including 115 days of sampling in retailers, 112 outdoor poster sites; a month-long radio advertising campaign and extensive on-line and social media activity.
‘The good news is that the average retail price in Scotland for fresh lamb held fi rm and even strengthened by 1.5 per cent year- on-year to £9.25/ kg during the course of the campaign, compared with the GB-wide price which went down by 0.5 pwe cent,’ said Laurent Vernet, Head of Marketing with QMS.
‘Our research also clearly indicates that the strong results were not triggered by reduced retail prices. The campaign resulted in shoppers increasing the number of occasions they purchased lamb and also the volume of lamb purchased on each shopping trip.’
Another encouraging aspect of the campaign results, he said, was a lift in the retail value of fresh lamb purchased by more affluent consumers.
Mr Vernet continued: ‘During the campaign we also saw an increase of Scottish shoppers aged under 45 years old purchasing fresh lamb, with a welcome lift in the number of Scottish families with children purchasing lamb. We believe that our general message resonated with these younger consumers.
‘The frequency of lamb purchased by urban families also saw a very encouraging 55 per cent increase during the campaign.’
BBC Masterchef host Gregg Wallace was reunited with Masterchef: The Professionals winner Jamie Scott at the campaign, the pair cooking quick, simple
dishes with Scotch lamb.