Quality Meat Scotland (QMS) will be showcasing Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork as part of its ‘Make It’ TV campaign.
A 12-week partnership with STV will include four short infomercials featuring ‘Make It’ style recipe inspiration and kitchen tips and hacks. Two of these will be focused on Scotch Beef, a third on Scotch Lamb and the final on Specially Selected Pork.
The channel sponsorship will begin in week commencing 27 April, with 70 percent of these placed within peak time viewing hours, covering shows such as Emmerdale and Coronation Street, which attracts average viewership of 341,000.
These will be followed by the infomercials which are planned to begin airtime in early May and run up to 19 July. Overall, QMS hopes the advertising will reach 84% of adults in Scotland.
"We are looking forward to reaching consumers with recipe inspiration, hints and tips, encouraging them to buy and enjoy red meat and ensure that when they do, they Make It with Scotch Beef, Scotch Lamb or Specially Selected Pork.”
Lesley Cameron, director of marketing and communications at QMS said: “The ‘Make it’ campaign is the first to jointly promote our three brands, Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, and we are delighted to be taking it to the next level with our new STV partnership.
“STV is the perfect partner for our activity with its massive viewership across the whole of Scotland. We are looking forward to reaching consumers with recipe inspiration, hints and tips, encouraging them to buy and enjoy red meat and ensure that when they do, they Make It with Scotch Beef, Scotch Lamb or Specially Selected Pork.”
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.
