Scotch red meat campaign to reach 80% of Scottish adults

The campaign, which launches on 1st September 2026, centres on the idea that ‘The Standard is Set Here’. Parts of the campaign will showcase livestock, environment and craft, drawing attention to details demonstrating the quality of Scotch meat.

The campaign will run across a range of media channels, combining broadcast, digital and press activity with the aim to build awareness and engagement throughout the autumn period. A 30-second advert will appear across STV Player and Sky Regional, while the ‘day in the life of a cattle and sheep farmer’ creative that features South Lanarkshire cattle and sheep farmers Jennifer and John Struthers will return to screens during STV’s Sustainable Scotland Week from 29th September to 5th October, featured within a week of programming that highlights climate-conscious brands.

Farmer Jenny McKerr and butcher Stuart Mackie will also be featured as part of the campaign, alongside recipe inspiration across the Daily Record and Sunday Mail in online, print, recipe takeover and column formats. The campaign will also be supported by a 30-second radio advert across the Hits Radio Scotland network and STV radio, as well as Meta, YouTube and targeted digital advertising.

A Farm to Fork influencer and media event will provide an opportunity to connect media and content creators directly with the people and places behind Scotch red meat. The event will also include the opportunity for content creators to engage with QMS advisers in Quality Assurance, helping to enhance understanding of the standards, traceability and care that have underpinned the Scotch brands for more than 35 years.

“Autumn is a key seasonal moment for Scotch Beef, Scotch Lamb and Prime Scottish Pork as people start to look back to ‘comfort food’.”

Emma Heath, QMS

Emma Heath, director of marketing at QMS, said: “Autumn is a key seasonal moment for Scotch Beef, Scotch Lamb and Prime Scottish Pork as people start to look back to ‘comfort food’, and this campaign gives us a powerful opportunity to remind consumers of the care, craft, provenance and quality assurance behind our brands.

“For the last two years, the ‘When You Know, You Know’ campaign has continued to evolve, with the central idea to tell the story behind our renowned blue labels and explain the Scotch difference through the details that matter – from the livestock and the environment to the skill of farmers, processors and butchers across the whole supply chain.

“By bringing these stories to life across broadcast, press, radio, digital and in-person activity, we are reinforcing why Scotland’s red meat brands are trusted by consumers, valued by the industry and a huge contributor to Scotland’s economy.”