Quality Meat Scotland’s (QMS) promotional activity encouraging consumers to ‘Make It’ Scotch Lamb on St Andrew’s Day has delivered impressive results.

In partnership with the National Farmers Union Scotland (NFUS), the Institute of Auctioneers and Appraisers Scotland (IAAS), and the National Sheep Association Scotland (NSAS), QMS supported United Auctions’ campaign to make Scotch Lamb PGI the national day dish.

As part of the campaign, QMS established a media partnership with the Daily Record, which generated over 500,000 opportunities to see Lamb for St Andrew’s Day online and in print. The partnership features recipe inspiration and top tips from chefs ‘The Kilted Chef’ Craig Wilson and Justin Maule as well as farmer, butcher, and owner of Damn Delicious, Michael Shannon.

Alongside the campaign, more than 10,000 school children cooked with Scotch Lamb PGI, with donations by Scotland’s livestock auction markets, recreating recreated the QMS recipes for Scotch Lamb Nan Pizza’s and Scotch Lamb dhansak.

Scotch Lamb PGI was showcased through a cook-along with celebrity chef Tony Singh MBE and George Purves from United Auctions which reached over fifteen thousand people and was promoted by Scottish food influencers Foodie Quine, The Wee Food Blogger and Perthshire Foodie who, collectively, have over forty thousand followers. For the cook-a-long, Tony created a delicious Scotch Lamb PGI curry infused with Tomatin Cask Strength Malt whisky.

Other activity included targeted social media and a social video from Chair of QMS, Kate Rowell encouraging consumers to visit their local Scotch Butcher Club member or Scotch Lamb PGI stockist and get creative by trying a variety of dishes with different cuts of lamb at home.

With fresh lamb in Scotland showing a 9% uplift in value and 6.9% uplift in volume in November 2020, it is clear to see that consumers are continuing to turn to lamb as part of their weekly shop as 2020 comes to a close.

Lesley Cameron, Director of Marketing and Communications with Quality Meat Scotland, said: “It has been fantastic to see the support for the campaign this year. To members of the red meat industry, households, schools and businesses throughout Scotland, thank you for helping make Scotch Lamb PGI synonymous with St Andrew’s Day.”

“In the New Year we will continue to support the Scottish red meat industry with a range of activities, including digital advertising, influencer and media partnerships, and a STV advert. This will continue to help consumers across the country buy our brands with the confidence that our meat is rich in essential nutrients and produced to the highest possible standards,” Lesley added.

For more information on the activities and links to our videos, visit the QMS Facebook page or www.qmscotland.co.uk.