Quality Meat Scotland (QMS) has launched a marketing campaign designed to support members of the Scotch Butchers Club and encourage consumers to rediscover the benefits of shopping with their local butcher.
The campaign follows independent consumer research recently commissioned by QMS to better understand consumers’ most up-to-date shopping habits and the factors influencing where people choose to buy red meat. QMS said the findings provided “clear insight” into the motivations that drive shoppers to independent butchers as well as the barriers that can “often hold them back”, aiming to help QMS shape a refreshed marketing approach for Scotch Butchers Club members in 2026 and beyond.
QMS said that with February recognised as a “key trading period” for independent butchers, the campaign will roll out across a mix of broadcast, digital, paid social media and print channels to “ensure strong visibility” and repeated exposure.
Advertising will run on Bauer’s Hits Radio Network, which includes Forth 1 and Clyde 1 stations, alongside digital display activity on BBC Good Food, social media via Make It Scotch channels and targeted local press placements.
“We’re aiming to drive footfall and support butchers at an important time of year.”
Gordon Newlands, QMS
Campaign activity will promote shopping at local butchers who stock Scotch Beef, Scotch Lamb and Specially Selected Pork, directing consumers to the butcher location finder on makeitscotch.com. A series of short-form videos featuring food journalist and influencer Julia Bryce has been created to run on Facebook, Instagram and TikTok throughout February and March, providing educational ‘top tips’ that aim to build confidence among those unfamiliar with shopping at a butcher’s and inspire shoppers to visit their local Scotch butcher to buy red meat.
In-store support will also be available to members, including a printed steak night recipe card and a digital voucher template, should they wish to use them as part of their own promotions. The campaign will look to deliver “significant reach and impact”, with radio advertising alone planned to reach around 1.5 million listeners and generate more than six million opportunities to hear during the campaign period.
Gordon Newlands, brand development manager at QMS, said: “Our latest research has given us a clear steer on what today’s consumers want when buying fresh red meat – quality, trust, provenance and expert advice were top of the list. Independent butchers are perfectly placed to deliver all of that, and this campaign focuses on reminding shoppers of the value their local Scotch butcher offers.
“By combining strong, consistent consumer messaging with practical tools for our members, we’re aiming to drive footfall and support butchers at an important time of year.”
