Lambassadors at the ready…Love Lamb Week starts today

Quality Meat Scotland (QMS) will launch a new ‘Scotch Lamb, Naturally’ campaign next week to inspire and encourage consumers in Scotland to seek out lamb as a tasty, quick, simple meal.

The nine-week long campaign, which starts today (August 27), will include television advertising as part of the promotional mix, along with billboard, press, digital, social and radio advertising.

The TV advertising will run for the entire month of October as part of the major drive behind Scotch Lamb Protected Geographical Indication (PGI), partly financed by the £200,000 support from the Scottish Government announced by the First Minister, Nicola Sturgeon, at Turriff Show.

The new campaign highlights what sets Scotch Lamb PGI apart as well as its versatility and simplicity as a cooking ingredient.

The advertising campaign is set to reach 4.2 million consumers (94% of the adult population) during September and October.

Chief Executive of QMS, Alan Clarke, has said: “Our 2018 Scotch Lamb Campaign has been developed following a restructure at QMS which saw the successful amalgamation of our marketing and communications teams.”

Sheep farmers, including members of the National Sheep Association and the National Farmers’ Union (NFU) Scotland, will be taking part in PR activities including media interviews and lamb sampling in retailers, during the campaign.

A number of new initiatives are set to be undertaken during #lovelambweek, which runs from September 1-7, including a social media ‘Scotch Lamb Challenge’.

Average consumption of lamb in Scotland, the focus of the 2018 campaign, is reportedly only half of what it is for the UK as a whole.

Love Lamb Week is aimed to encourage people to share their recipes, lamb dishes and ‘lambassador’ experiences on Facebook, Twitter and Instagram.