Scotch Beef, Scotch Lamb and Specially Selected Pork will be promoted across Scotland on Bauer radio network as part of a partnership with Quality Meat Scotland (QMS).
The initiative will aim to inspire people in Scotland to make the most of their summer with top-quality meats, perfect for BBQs, alfresco dining and gatherings with family and friends.
The campaign launched on Monday 24th June, and will reach 2.4 million adults in Scotland across Bauer's radio stations, including Forth 1, Clyde 1, Greatest Hits Scotland, Central FM and Kingdom FM. Listeners will hear 10-second and 20-second adverts highlighting the benefits of choosing Scotch Beef, Scotch Lamb and Specially Selected Pork for their summer eating occasions.
One of the campaign highlights is the 'High Steaks' competition which runs live on-air. Winners will have the chance to win vouchers to spend across the Scotch Butchers Club network on a whole host of red meat options.
Presenter Grant Thomson will embark on his 'Farm to Fork' journey, which will be showcased in a video available on Bauer's online platforms and social media channels. He will visit the beef and sheep farm run by the MacDougall family in Kilmacolm and hear from Nigel Ovens at McCaskie's Butchers. This initiative aims to bring consumers closer to the source of their food, highlighting the quality, traceability and great taste of the brands from farm to table.
Emma Heath, director of marketing at QMS, said: "We are thrilled to be partnering up again with the Bauer Radio network and Grant Thomson to promote Scotch Beef, Scotch Lamb and Specially Selected Pork as the ultimate choice for summer dining and entertaining. With a reach extending to 2.4 million adults across Scotland, this campaign will be heard from tractors, cars, offices and kitchens all over the country and highlights why consumers should choose quality assured, locally sourced red meat this summer and beyond."
The campaign is scheduled to run until the end of July, ensuring that Scotch meat "remains top of mind" throughout the summer season.
