Scotch meat campaign puts producers at centre

Scottish farmers are taking centre stage in a new summer campaign championing Scotch beef, Scotch lamb and specially selected pork, as Quality Meat Scotland (QMS) aims to deepen public appreciation of the people and standards behind the iconic blue labels.

Launching on 14 July, the five-week “When you know, you know” campaign will run across STV, Sky, digital channels, radio and social media, reaching an estimated 70% of Scottish adults.

Its focus is to connect consumers emotionally with the care, skill and high-welfare standards that go into producing quality-assured Scotch meat.

See also: QMS launches hub to support Scottish beef production

One of the campaign’s key moments is the return of the STV “Brand Story” series, featuring South Lanarkshire farmers Jennifer and John Struthers.

The third-generation cattle and sheep producers offer a behind-the-scenes look at what Quality Assurance really means, from daily livestock care to their pride in seeing their products on supermarket shelves.

Jennifer Struthers and son Angus © QMS

Their four-year-old son Angus even makes his TV debut – already showing signs of following in the family’s farming footsteps.

QMS marketing director Emma Heath said: “This campaign celebrates the real people behind Scotch labels and the care they take to deliver world-class red meat. Jennifer and John’s story brings this to life beautifully.”

She added that the campaign aims to increase consumer trust and support for the farming community, while also encouraging shoppers to choose Scotch.

“Our farmers work 365 days a year to uphold these standards.

“We want consumers to know that when they buy Scotch, they’re backing that commitment.”

Visit the Make it Scotch website for recipes and more.