Quality Meat Scotland (QMS) has launched its 'Meat & 2.0' campaign, highlighting the health credentials of red meat.
Research by QMS revealed that the traditional "meat and two veg" meal is associated with bad memories for 30% of people in Scotland, due to soggy vegetables and overcooked meat (34%).
It also revealed that 25% of Scottish adults who eat meat recall "being made to eat something I didn't like" and "bland tasting food" (22%).
However, the research also found that the traditional Sunday roast conjured the most nostalgic memories for Scots (59%), followed closely by mince and tatties (47%). Almost 57% said that family mealtimes were another fond, good memory associated with eating dishes made with "meat and two veg".
QMS said it was launching its new campaign in recognition that "overdone meat and soggy vegetables" are a "thing of the past". It said Meat & 2.0 was a "reboot of the meat and two concept" to empower shoppers to embrace Scotch Beef, Scotch Lamb and Specially Selected Pork.
The campaign highlights six recipes to provide meal inspiration, including Scotch Beef satay stir fry, and mustard, soy and honey Specially Selected Pork chops with minted pea and radish salad.
Gordon Newlands, brand development manager at QMS, said: "Historically, we have seen mothers and fathers coming to the butchers looking for a traditional cut of meat for a Sunday roast.
"Whilst I'm still a fan of a roast with all the trimmings, as a kid I can remember the aftermath being strung out over a number of days - we would be eating uninspiring leftovers for most of the week.
"In recent years we are seeing shoppers looking for added value in their purchases, for example asking butchers for advice on more affordable cuts of meat which can be used for tasty and nutritious home-cooked meals.
"We hope that the recipes that Quality Meat Scotland are highlighting in our new campaign will inspire new habits in the kitchen and encourage people to ring the changes with the way they use red meat. Maybe they'll find a new favourite."
Scotch red meat supports good health
Dietitian Dr Carrie Ruxton highlighted the importance of communicating with the local butcher, so consumers can purchase and cook some of the less well-known and more affordable cuts.
Ruxton said: "Eating quality Scotch red meat is good for everyone, and even better, it contains all the nutritional building blocks we need for good health. High quality protein is vital for muscle growth and maintenance while red meat is a fantastic source of vitamin D, which is important for bone health and immune function.
"It's also rich in B vitamins which are good for energy release from food and supporting psychological function. Another vital meat-based nutrient, iron, supports the red blood cells that carry oxygen around our bodies."
She continued: "The bold and impactful Meat & 2.0 campaign hopes to boost awareness of the health credentials of quality red meat and re-energise people into thinking about how they can include Scotch Beef, Scotch Lamb and Specially Selected Pork as part of a balanced diet.
"And what's even better, these dishes are made with meat that is reared with care on local, Scottish farms having held whole of life quality assurance."
The campaign will be seen across billboards, digital and press adverts, social media content and features within Scottish newspapers.
