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Lamb
Quality Meat Scotland's latest marketing campaign for Scotch lamb is designed to improve sales of the product in the UK and abroad.
Underpinning the magazine advertising and the poster promotion showing mouth watering pictures of Scotch lamb against an atmospheric shot of Scottish scenery was extensive consumer research. Our investigation in both England and Scotland revealed what makes a difference for consumers when they are choosing lamb to feed their family.
It emerged that in the mind of the consumer the real strength of Scotch lamb is being reared in a natural environment, whilst being close enough to be seen as fresh. Scots consumers considered Scottish origin important but English and Welsh consumers were less concerned.
The campaigne used sophisticated imagery to effectively highlight the freshness of lamb produced in Scotland to help trigger consumers throughout the UK to buy more.
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