Scotch Lamb PGI is set to take centre stage this St Andrew’s Day with the red meat industry coming together to promote the consumption of lamb during the patron saint’s day.
Quality Meat Scotland (QMS), alongside the National Farmers Union Scotland (NFUS), the Institute of Auctioneers and Appraisers Scotland (IAAS), and the National Sheep Association Scotland (NSAS), is supporting the United Auctions’ campaign to make Scotch Lamb PGI the ‘go-to’ dish for St Andrew’s Day.
The campaign will build on last year’s success which generated over 500,000 ‘opportunities to see’ by utilising highly targeted digital adverts, new printed recipe cards and digital assets for members of the Scotch Butchers Club to use, and exciting influencer activity.
“Last November there was a 9% uplift in value of lamb and 6.9% uplift in volume and we hope that, through our activity for Lamb for St Andrew’s Day, we can continue to see these positive results,” says Lesley Cameron, Director of Marketing and Communications at QMS.
“Our campaign activity will include some exciting influencer activity in partnership with Go Rural Scotland, promoting both the agritourism industry and the versatility and simplicity of cooking with Scotch Lamb. We will also be producing a video with industry influencer, Cammy Wilson from The Sheep Game who will encourage farmers to cook with Scotch Lamb.”
In support of the IAAS Lamb Bank, which will donate Scotch Lamb to 185 Scottish secondary schools, pupils will cook one of two recipes created by QMS: Oaty Scotch Lamb Burgers and Scotch Lamb Wraps with Crushed Garlic Peas. QMS’s Health & Education Team have also created a worksheet for pupils to complete as well as a lesson plan for teachers to enhance learning around why eating locally produced food when it’s in season, such as Scotch Lamb, is a sustainable food choice.
“It’s been fantastic to see the campaign go from strength to strength and this year we would like to see households, schools and businesses throughout Scotland get involved to help make Scotch Lamb PGI synonymous with St Andrew’s Day, just like haggis for Burns Night and turkey for Christmas,” added Lesley.
To support the campaign to make Scotch Lamb PGI our national dish for the day, follow QMS on Facebook, Twitter and Instagram or visit www.qmscotland.co.uk.