Quality Meat Scotland (QMS) has announced the return of its When You Know You Know campaign, which aims to spotlight the nutritional benefits of Scotch meat as part of a balanced diet.
Timed to align with New Year health resolutions, the campaign spotlights the role of Scotch Beef, Scotch Lamb and Specially Selected Pork in a healthy, balanced diet, connecting with those on a mission to better nutrition and inspiring healthier choices with delicious recipes and nutritional insights.
QMS highlighted that with 86% of shoppers claiming to have at least one healthy eating priority, the campaign resonates strongly with consumers focused on making positive dietary changes.
Targeted adverts will “connect with viewers”
QMS has collaborated with STV to share “inspiring brand stories” during prime-time TV ad breaks. It said that these 60 second segments, featured during popular STV shows, allow advertisers to showcase their brands in “engaging and unique ways”. For the campaign, Aberdeen-based nutritionist and influencer, Scott Baptie, will connect with viewers through relatable stories, offering practical ideas for nutritious midweek family dinners and for those looking for wholesome meals to fuel busy lives.
Billboards at Pure Gym and David Lloyd locations will help to reach fitness enthusiasts, said QMS, with these ads featuring high-protein recipe ideas made with Scotch Beef, Scotch Lamb and Specially Selected Pork.
“This campaign celebrates not just the exceptional taste and quality of these products but their ability to provide the nutrition we all need to thrive.”
Emma Heath, QMS director of marketing
Featuring dishes like the Scotch Beef Seared Poke Bowl and Specially Selected Pork Pad Thai, there will be an emphasis on great taste and the essential nutrients these meals provide, such as protein and vitamin B12, which are vital for normal body functions.
The campaign includes a partnership with Bauer Radio across Scotland, and online articles in The Times and The Scottish Sun. Billboards near shops, along with engaging content on social media, TikTok, and YouTube, will help spread the message widely which will also be supported with PR and influencer activity.
Emma Heath, director of marketing at QMS, commented: “We’re pleased to build on the momentum of the When You Know You Know campaign which was launched in September and inspire more people to enjoy the benefits of Scotch Beef, Scotch Lamb and Specially Selected Pork as part of a balanced diet. This campaign celebrates not just the exceptional taste and quality of these products but their ability to provide the nutrition we all need to thrive.”
More information about the campaign can be found here.
