Catering Scotland

QMS Launches Campaign To Increase Scotch Lamb On Menus

 Breaking News
  • Graham and Sibbald Announce Directorship Roles OIOpublisher Chartered surveyors and business valuation experts, Graham and Sibbald have announced the promotion of Kevin Hunter and Scott Graham to director. With more than 12 years’ experience, Kevin (pictured...

QMS Launches Campaign To Increase Scotch Lamb On Menus

October 21
20:07 2013
Eve Murihead landscape.JPG

According to QMS, the high-impact campaign aims to change shoppers’ perceptions about lamb, and firmly establish lamb’s credentials as easy to cook, versatile and a perfect ingredient for Scots’ weekly shopping lists.

The six-week campaign, which launched on 21st August the Edinburgh School of Food & Wine in Newliston, will include primetime radio adverts, print advertising and a new microsite,

The Scotland-wide campaign, partly funded by the Scottish Government, will see brand ambassadors tempting consumers with lamb recipes in retailers around the country, including Asda, Tesco, Sainsbury and Costco. It will also feature billboard advertising displaying the six new adverts.  

World champion curler, Eve Muirhead, has been selected as the new face of the campaign, and among the dishes featured in a 16-page recipe leaflet are lamb meatballs, kebabs, biryani, burgers and stir-fry: ‘The great thing about these lamb dishes is they can be thrown together with very little effort – making the most of ingredients in the kitchen cupboard,’ she explained.

Suzie Carlaw, QMS marketing controller, added: ‘Scots eat much less lamb per capita than elsewhere in the UK, so we will be encouraging them to make it a regular purchase by tempting them with dishes which can be cooked in half an hour or less.’

Social media will also play an important part in the campaign which features short videos showing how to cook a selection of simple dishes. CIS Excellence Chef of the Year Graeme Pallister is featured cooking Scotch Lamb in the three minute ‘how to’ videos.





Eve Murihead square.JPG

A brand-new Scotch Lamb campaign has been unveiled by Quality Meat Scotland…

About Author



Related Articles