QMS autumn campaign puts Scotch red meat on the menu

Quality Meat Scotland (QMS) is launching an autumn consumer campaign to boost awareness of Scotch red meat and the standards behind it.

The latest phase of its Make it Scotch campaign, “When You Know, You Know”, begins on 1 September and is expected to reach 80% of adults in Scotland.

QMS said the campaign would promote Scotch Beef, Scotch Lamb and Prime Scottish Pork as consumers move towards autumn meals, while highlighting livestock production, provenance and quality assurance.

See also: Schools offered Scotch meat lesson vouchers

Activity will run across television, radio, press and digital platforms, including a new 30-second advert on STV Player and Sky Regional.

Existing footage following the Struthers family and their working day on a cattle and sheep farm will also return during STV’s Sustainable Scotland Week, from 29 September to 5 October.

© QMS

Farmer Jenny McKerr and butcher Stuart Mackie will feature in a media partnership, alongside recipe content, while advertising will also run across radio, Meta, YouTube and other digital channels.

A Farm to Fork event for media and online content creators will provide access to farmers and others involved in the Scotch red meat supply chain, as well as QMS quality assurance specialists.

Emma Heath, director of marketing at QMS, said: “Autumn is a key seasonal moment for Scotch Beef, Scotch Lamb and Prime Scottish Pork as people start to look back to ‘comfort food’.

“This campaign gives us a powerful opportunity to remind consumers of the care, craft, provenance and quality assurance behind our brands.”

The campaign forms part of QMS’s wider promotion of Scotch Beef UK GI, Scotch Lamb UK GI and Prime Scottish Pork, with a focus on their quality assurance and Scottish provenance.