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New 'Wham Bam Lamb' Campaign to Celebrate Speed of Cooking

05 August 2016

SCOTLAND, UK - A high-impact advertising campaign behind Scotch Lamb PGI is set to be launched by Quality Meat Scotland (QMS) in the coming weeks.

The 2016 Scotch Lamb PGI campaign - set to reach over 88 per cent of Scottish adults – builds on last year’s campaign which boosted retail sales of fresh lamb in Scotland by 8 per cent.

PGI or Protected Geographical Indication is an EU mark showcasing the origins of a product.

This year’s “Wham Bam Lamb” campaign, which focuses on how simple and quick it is to cook meals with Scotch Lamb, will include billboard, press and radio advertising as well as on-line and in-store activity including sampling activity by Scotch “Lambassadors” in selected stores across the country.

Laurent Vernet, Head of Marketing at QMS said a key objective of the 2016 campaign will be to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb.

“We want to encourage our target market - young professionals and busy working parents - to make Scotch Lamb PGI a more regular purchase by tempting them with nutritious dishes which can be cooked in half an hour or less.

“Scotch Lamb PGI as a brand is recognised by 81 per cent of the Scottish population, however, there is still the perception by some that lamb is slow to cook and is just for roasting at the weekend. We therefore have a huge opportunity to raise the profile of lamb as a fast, simple and delicious meal option.”

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