Hoping to “change shoppers’s perceptions about lamb and establish its credentials as simple, versatile and an ideal ingredient for weekly shopping lists,” QMS said the campaign “delivered strong results” as overall retail sales
increased by 3.5% during the period as well as a 27% volume increase of the number of people buying lamb.
QMS marketing controller, Suzie Carlaw, said: “The primary focus of this campaign was to demonstrate 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, the Scottish public are increasing their consumption.
“The figures (from Kantar Worldpanel) also demonstrate that when lamb is put front of mind with consumers through a promotional campaign like ‘Wham Bam Thank You Lamb’ great results can be achieved.
“It’s also really encouraging that the figures show there is a strong demand for chops, steaks and mince from the younger demonstration which highlights that they don’t just view lamb as a Sunday meal, but as a mid-week meal too.”
Now in its fourth year, the Scotland-wide campaign included billboard, press and radio advertising as well as online and in-store activity with samples available in selected stores across the country from Scotch “Lambassadors”.