#WhamBamLamb campaign delivers sales value rise
© Design PIcs Inc/ Rex/ Shutterstock A Scotch Lamb PGI (Protected Geographical Indication) advertising campaign, Wham Bam Thank You Lamb, increased the value of sales of Scottish origin lamb in Scotland by 10.5%.
Figures from consumer behaviour expert, Kantar Worldpanel, also showed that Scotch Lamb achieved an 11% retail price premium over the 12-week period.
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Following the campaign, 70% of target consumers believed Scotch Lamb PGI was produced to a higher standard compared to other lamb products, with 60% stating it was the best lamb available, according to research from the Institute of Grocery Distribution (IGD).
Scotch Lamb PGI Stir-Fry Recipe from Wham Bam Lamb on Vimeo
Wham Bam Thank You Lamb combined easy to cook lamb video recipes, with billboard, press and radio advertising promoting the hashtag #WhamBamLamb.
The Quality Meat Scotland (QMS)-run campaign, now in its fourth year, also offered secondary schools meat vouchers worth up to £100 to encourage lamb-inspired cookery classes for pupils.
WHAM BAM LAMB! Don't forget to apply for your FREE lamb vouchers for your school by 1st Nov. https://t.co/LmYJ8NIYoe pic.twitter.com/ojS68ePBCt
— Chefs at School (@ChefsatSchool) October 3, 2016
“The primary focus of this campaign was how simple and quick it is to cook delicious, nutritious, mid-week family meals with Scotch Lamb,” said marketing controller at QMS, Suzie Carlaw.
“Chops and steaks have driven growth in Scottish origin lamb by 28% in value, demonstrating that consumers are now viewing Scotch Lamb as a mid-week meal, not just for a Sunday roast.”
Scotch Lamb was given its European Protected Geographical Indication status in 1996, assuring consumers that animals have spent their entire lives in Scotland and been produced to the highest levels of animal welfare standards.