“Wham Bam Lamb” campaign increased demand for Scotch lamb by 38%
Thus, according to the data provided by Kantar Worldpanel (12 week data to 5 November 2017), retail sales of Scottish-origin lamb have increased by 38.2% in Scotland compared with similar period from 2016, thanks to the high impact of the “Wham Bam Lamb” campaign.
"Overall retail sales of lamb in Scotland increased by 3.5% in value terms during the period of the QMS marketing campaign (12 week ending 5th November 2017) and the average price of Scottish-origin lamb increased by 13.2% to £10.01 per kg," the Quality Meat Scotland's statement read.
According to QMS, the campaign determined a volume increase of 27% in the number of people buying lamb and shoppers were buying it more often.
The campaign was launched after a decline was observed in overall sales of lamb across the country.
The “Wham Bam Thank You Lamb” campaign, which has been running for four years, aims to change shoppers’ perceptions about lamb and establish its credentials as "simple, versatile and ideal ingredient for the weekly shopping lists."
The Scotland-wide, twelve-week campaign included billboard, press and radio advertising as well as on-line and in-store activity with sampling by Scotch “Lambassadors” in selected stores across the country.
Recipe leaflets and other point of sale materials were also distributed via the members of the Scotch Butchers Club, run by QMS.
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