Retailer, Lidl has shown its support for Scotch beef through a high profile campaign which includes the promotion of the meat across Great Britain.
The #LidlSurprises campaign which is seeing significant sums invested in promoting Scotch beef to shoppers on TV and radio, in cinemas, in the press and online, is being backed by NFU Scotland.
NFU Scotland livestock committee chairman, Charlie Adam, said: “We have always said that Scotch beef is the best in the world and it is fantastic that Lidl also believes Scottish farmers are producing meat worth shouting about.
“The high standards which our farmers work hard to meet, and the unquestionable quality of our cattle, has helped build a brand which all major retailers can justifiably throw their weight behind.
“We consistently produce the best beef, backed by our high standards of production,” Adam added. That has attracted this level of backing from Lidl and others retailers should follow on.
“We want shoppers to think ‘Scotch’ and buy ‘Scotch’ when they are looking for the best in beef regardless of where they are in Great Britain. The Lidl campaign, which sees significant investment in promoting ‘Scotch’, supports that ambition.”
Speaking of the advertising campaign Claire Farrant, advertising and marketing director, Lidl UK, added: “Research has shown us that to surprise our customers we now need to be deep rooted and transparent on where our products come from, particularly around our fresh produce.
“We’re known for our low pricing and we’re aware that this can lead customers to question our quality credentials. Our new #LidlSurprises campaign is the perfect way to help realign perceptions and we hope will gain the public’s trust by answering their questions.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
