16 CRAFTBUTCHER l SEPTEMBER 2019
AUTUMN LAMB SCOTCH LAMB, NATURALLY
With Scotch Lamb PGI at its most plentiful and at its best from August until April - Quality Meat Scotland (QMS) will once again launch their fully integrated Scotch Lamb, Naturally marketing & PR campaign from the 23rd of September with the aim of reminding consumers just how versatile Scotch Lamb can be when cooking quick, delicious midweek dishes that the whole family will enjoy.
The campaign in 2018 saw a combination of television advertising along with billboard, press, digital, social media, radio and PR, and resulted in a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer during the 12-week campaign period, according to figures from Kantar Worldpanel, to the week ending 4th November.
A key focus of the 2018 campaign was to raise awareness of Scotch Lamb as a simple, quick mid-week meal and independent consumer tracking before and after the campaign by IGD (Institute of Grocery Distribution) revealed some impressive results.
These included an 11% increase in the view that lamb is quick and easy to cook with (up from 59% to 70%) among respondents who had seen our campaign. A significant lift in the number of Scottish consumers viewing lamb as a great midweek meal was also tracked, along with a noticeable rise in consumer trust in the Scotch Lamb brand.
The IGD tracking also revealed a significant increase (9%) in willingness
to pay more for Scotch Lamb among those who had been aware of the marketing campaign.
It continues to be important to remind consumers what’s behind the Scotch Lamb brand as well as inspiring
them with recipes to get the most out of every cut. Alongside encouraging customers to take a fresh look at lamb, the campaign under the “Naturally” banner looks to educate consumers on the world leading QMS Assurance Schemes, welfare
standards and the natural production methods used by our farmers who produce Scotch Lamb.
For the second year of the campaign, which will run for five weeks, and will be Scotland wide via radio, out of home advertising, digital, social and TV. Members of the Scotch Butchers Club who stock Scotch Lamb will also receive point of sale material in support of the campaign to distribute to their customers.
The Scotch Butchers Club Membership of the Scotch Butchers Club is open to all who stock Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork and is a useful tool to help prove to your customers that you are at the forefront of retailing quality meat from Scotland.
NATURALLYRICH IN PROTein
With membership at an annual cost of just £75 (inc. VAT), the club represents excellent value for money. Members benefit from top quality, high-impact point of sale material to support sales of Scotch and Specially Selected products throughout the year. Members are also listed on the Scotch Kitchen website as approved stockists of Scotch Beef PGI, Scotch Lamb PGI, and Specially Selected Pork.
Expertly reared by trusted Scottish farmers, with generations of experience.
For Scotch Lamb recipes visit
scotchkitchen.com
If you would like to become a member of the Scotch Butchers Club, get in touch, or if you would like more information on the Scotch Lamb, Naturally campaign or the Scotch Lamb Butcher of the Year Award, contact Graeme Sharp by calling 0131 510 7927 or email: gsharp@
qmscotland.co.uk. n
scotchlamb satay
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28
