‘Meat with Integrity’ radio ads set to reach over 1.8 million consumers

‘Meat with Integrity’ radio ads set to reach over 1.8 million consumers

Over 1.8 million Scottish consumers are set to hear the Scottish red meat industry’s positive sustainability and animal welfare credentials in a new radio campaign launched next week by Quality Meat Scotland (QMS).

Two ‘meet the farmer’ adverts as well as a ‘meet the butcher’ advert will run across seven regional Bauer Radio shows to support QMS’s “Meat with Integrity” campaign, which launched at the end of July.

Each 40 second farmer advert will showcase the passion and pride the farmer has when it comes to animal welfare, the environment and the countryside. The butcher advert will focus on the quality, provenance and traceability which underpins the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands.

This radio activity supports the wider digital and social advertising campaign which is currently underway.

Kirsty Fox, marketing manager from QMS said: “The ‘Meat with Integrity’ campaign is all about raising the profile of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork while sharing the Scottish red meat industry’s excellent environmental, animal welfare and quality credentials.

“Extending the campaign to radio provides us with an additional opportunity to share all these positive messages directly from those working in the industry, encouraging consumers to look for the brand logos the next time they are shopping and to add Scotch Beef, Scotch Lamb and Specially Selected Pork to their shopping baskets.”

The adverts will be on air from 19th August on Hits Radio in Dundee, Aberdeen, Edinburgh and Glasgow as well as on Moray Firth Radio, Westsound and Radio Borders.

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