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Scotland’s leading public relations awards shortlist has been announced, with Quality Meat Scotland’s latest Scotch Lamb PGI campaign recognised in two categories.

‘Scotch Lamb, Naturally’ is shortlisted in the ‘Corporate And Business Communications’ and ‘Consumer Relations’ categories at the Chartered Institute of Public Relations (CIPR) Scotland PRide Awards, which take place in Glasgow on 3 October.

Quality Meat Scotland (QMS) worked with integrated marketing communications agency Weber Shandwick to devise and develop the ‘Scotch Lamb, Naturally’ campaign to encourage consumers in Scotland to eat more Scotch Lamb PGI and learn more about its welfare and sustainability credentials.

The nine-week campaign saw a combination of television advertising along with billboard, press, digital, social media, radio and PR, and resulted in a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer during the 12-week campaign period, according to figures from Kantar Worldpanel to the week ending 4th November.

Alan Clarke, Chief Executive of QMS, said: “The brilliant results of the ‘Scotch Lamb, Naturally’ campaign speak for themselves, delivering not only an increase in sales but also helping challenge traditional perceptions of how lamb is prepared and served.

“This success would not be possible without the work delivered by the entire QMS marketing and communications team in helping share the industry’s hugely positive messages and raising the profile of Scotland’s world-renowned Scotch Lamb PGI brand.”

The shortlist adds to recent success at the PRCA Dare Awards, where QMS took home In-House Team of the Year as well as the Consumer Relations award for Scotch Lamb, Naturally (with Weber Shandwick).

Moray Macdonald, managing director of Weber Shandwick Scotland, said: “We’re really proud of our inaugural campaign with Quality Meat Scotland, which drew upon the expertise of an integrated team from all areas of the business working together to deliver a strong campaign with real impact. 

“‘Scotch Lamb, Naturally’ has already enjoyed awards success this year, and the whole team are thrilled to again be recognised at this level.”

The CIPR PRide Awards are the UK’s leading regional PR awards, recognising the outstanding work delivered for clients and employers across the UK.

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