Scotch lamb cam­paign suc­ceeds in driv­ing sales

The Oban Times - - Public Notices -

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.

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