West Lothian Butcher joins Masterchef Presenter to Launch Scotch Lamb Campaign

Paul boyle and GregWallanceA West Lothian butcher, who prides himself on the quality of his meat and award-winning pies, joined Masterchef presenter Gregg Wallace this week to urge consumers to make the most of the versatility and simplicity of cooking Scotch Lamb PGI.

Paul Boyle and his wife Christine, who own Boghall Butchers, are members of Quality Meat Scotland’s Scotch Butchers Club and employ 11 staff in their shops in Bathgate and Broxburn. The couple provide a traditional, quality service whilst capitalising on new opportunities, including developing a range of innovative products, most recently a Scotch Lamb en croute.

Following his business matra of “Say aye tae a pie”, Mr Boyle presented Mr Wallace with a tray of his legendary Scotch Lamb pies, made from locally-sourced Scotch Lamb.

“Scotch Lamb is a firm favourite of ours and we have loads of great recipes and suggestions which we share with our customers on a daily basis,” said Mr Boyle.

“With the right cut of Scotch Lamb and a little preparation, customers can have food on the table in a matter of minutes.”

Mr Wallace said there was huge scope for many more people to routinely enjoy Scotch Lamb, particularly at this time of year when it is at its most plentiful.

“Lamb had always been my personal favourite and there is real potential for lots more of us to be making the most of this natural, easy-to-cook product which is bursting with flavour and such a great ingredient for a whole range of quick, tasty dishes,” said Mr Wallace.

Mr Wallace’s visit to Scotland is part of the launch by Quality Meat Scotland (QMS) of a high-impact advertising campaign behind Scotch Lamb PGI targeting 3.7 million consumers. The 2015 Scotch Lamb PGI campaign - set to reach over 90% of Scottish adults – is building on last year’s very successful campaign which boosted retail sales of lamb in Scotland by 11%.

“This year’s campaign is very much building on last year’s recipe for success. It was not only those who are lamb-eaters who bought more lamb during the campaign period but also new consumers who don’t usually buy lamb even once a year,” said Suzie Carlaw, QMS Marketing Controller.

A key objective of the 2015 campaign is to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. The two month long campaign will harness a range of marketing activities to drive Scotch Lamb sales.

The marketing push will include billboard, press and radio advertising as well as on-line and in-store activity including 80 days of activity by Scotch “Lambassadors” in Tesco and Asda.

Recipe leaflets and other point of sale materials will also be distributed via the members of the Scotch Butchers Club, run by QMS.

A range of new videos for on-line and social media use, featuring Edinburgh-based chef Daniella Forbes and Glasgow-based chef Justin Maule demonstrating simple, delicious dishes, has also been produced.

This year’s “Love Scotch Lamb Weekend” will be on September 5th and 6th, when a range of activities will take place around the country to celebrate all that is wonderful about Scotch Lamb PGI.

Historically, Scotland has consumed less lamb than other parts of GB. Around 4,000 tonnes of lamb (worth around £34 million) is eaten each year in Scotland with about 44% of the population purchasing lamb at least once in the last year (versus 57.8% in Great Britain).

The target audience for the campaign is very much young professionals and busy working parents and the message is very much that lamb is not just for roasting at the weekend – it can also make a quick, nutritious mid-week meal for all ages to enjoy.