Scotch meat campaign targets summer of sport

Scottish red meat producers are primed to cash in on a summer of major sporting events, with a new campaign promoting Scotch Beef, Scotch Lamb and Prime Scottish Pork to consumers.

Quality Meat Scotland (QMS) will launch the latest phase of its “When You Know, You Know” campaign on 8 June, encouraging shoppers to choose quality-assured Scottish meat and supporting sales through retailers and independent butchers.

With Scotland set to compete on the international sporting stage this summer, QMS hopes to tap into increased consumer interest in barbecues, gatherings and home entertaining.

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Celebrating the care, skill and pride behind Scotch Beef, Scotch Lamb and Prime Scottish Pork and the story behind the renowned blue labels, the campaign is expected to reach about 72% of Scottish adults through television, outdoor advertising, digital audio, social media and online promotions.

The campaign is designed to capitalise on Scotland’s summer of sport, which includes the Fifa World Cup, the Glasgow 2026 Commonwealth Games and, in cricket, Scotland Women’s participation in the ICC Women’s T20 World Cup in England.

© QMS

Brand advocates

Advertisements will highlight the people behind the products, alongside butchers, and the campaign will also feature home cooks preparing Scotch Beef, Scotch Lamb and Prime Scottish Pork.

Outdoor advertising will be placed near retailers stocking the brands, while large-format displays will appear at Edinburgh Waverley station in June and Glasgow Queen Street station in July to target summer footfall.

A dedicated strand of the campaign will support members of the Scotch Butchers Club, helping independent butchers link national marketing activity to in-store promotions.

Radio features, digital advertising and social media content will direct consumers to local butchers, while participating shops will distribute barbecue recipe cards.

Emma Heath, QMS marketing director, said the campaign highlighted the quality assurance, Scottish provenance and supply chain expertise behind the products, helping consumers buy with confidence.

“There are no bigger advocates for the brands than real farmers and butchers who passionately stand behind our brands every single day who can help us bring our message to life in a way that feels authentic, warm, accessible and relevant for today’s shopper,” she said.