Quality Meat Scotland (QMS) has launched a new marketing campaign titled ‘When You Know, You Know’ to highlight the quality of Scottish livestock.
Television advertisements, alongside outdoor press, social media advertising and PR with messaging designed to educate consumers on the benefits of choosing quality assured red meat will promote Scotch Beef, Scotch Lamb and Specially Selected Pork.
Emma Heath, director of marketing at QMS, said: “The theme for the new campaign is to look behind the label and everything that Scotch stands for as this is ultimately at the heart of what we do and gives us a strong foundation to build on creatively over the coming years.
“Our new campaign highlights that choosing Scotch Beef, Scotch Lamb, and Specially Selected Pork means opting for unmatched quality that comes from our world-class standards that were introduced around 30 years ago making them one of the first in the industry. We want to shine a spotlight on the tireless passion and expertise across the whole of the Scottish red meat supply chain.
“People want to feel confident in what they’re buying, and our campaign provides that peace of mind. Scotch Beef, Scotch Lamb, and Specially Selected Pork are more than labels - they represent trust, pride of provenance and perfection in taste. This campaign reinforces why there’s simply no substitute and where people have a choice, they understand the benefits of choosing Scotch.”
“Being able to demonstrate the passion and dedication we put into rearing our cattle and sheep is deeply rewarding.”
Farmer Bruce Duncan
QMS said the campaign would target consumers who prioritise high standards and animal welfare, as well as health and wellbeing. According to QMS, this applies to a mixture of people at different life stages.
Directed by Richard Oliver and creative director Graeme Clarke, the ad was filmed across multiple Scottish locations, and features Stirlingshire monitor farmers Shona and Bruce Duncan, who rear cattle and sheep on their Inveruglas and Lands of Drumhead farms. It also highlights Adam Gallacher, a young apprentice at Saunderson’s Butchers in Edinburgh, promoting the future of Scottish butchery, and head chef Laurent Labede of Thirty Knots in South Queensferry, bringing a culinary touch to the ad.
Bruce Duncan said: “It’s an incredible honour for our family to be part of the upcoming ‘When You Know, You Know’ campaign. Being able to demonstrate the passion and dedication we put into rearing our cattle and sheep is deeply rewarding. We’re proud to share the story of Scotch Beef and Scotch Lamb with the world, and we hope that consumers will feel the same pride in choosing the quality and care that defines Scottish farming.”
Campaign to run for six weeks
The first burst of the campaign will run for around six weeks and will feature a 60-second TV advert airing on STV, Borders TV, and STV Player, complemented by two further 30-second cut downs of the ad. This campaign also includes billboard placements in 21 Scottish locations, with full-motion displays at Edinburgh and Glasgow train stations.
Online coverage will feature interviews with Scottish farmers, butchers and recipe inspiration placed in The Times and The Scottish Sun online. Targeted digital ads on websites and social media platforms, including Facebook and Instagram, will aim to drive traffic to makeitscotch.com.
To further boost visibility, QMS said a Scotch Difference masterclass for media and influencers will enhance the campaign’s reach and impact. A suite of simple and inspiring recipes will also be promoted as part of the activity.
Emma Heath concluded: “Through our varied media mix, we are set to reach over 70% of Scottish adults in the initial six week launch period. We want consumers to discover more about our brands and experience that moment of realisation, clarity, and deeper understanding that truly changes the game when buying red meat.
“Once you grasp the Scotch difference, you’ll wonder why you’d choose anything else. We will share more detail on our planned Christmas campaign in the coming weeks.”
