Quality Meat Scotland (QMS) has announced the latest phase of its ongoing ‘When You Know, You Know’ marketing activity, which consists of a health and wellbeing-focused campaign that will launch in January 2026.
QMS said its new ‘Make it a Strong Start with Scotch’ campaign was timed to align with New Year’s resolutions, with the campaign set to highlight the role of Scotch Beef, Scotch Lamb and Specially Selected Pork in a healthy, balanced diet. It will also aim to connect with people “on a mission to better nutrition” and inspire healthier choices through recipes and practical guidance on how to eat well.
The campaign, which is set to reach 76% of all adults in Scotland, will appear across multiple broadcast and digital channels including STV, STV Player, Sky Regional, digital audio and YouTube. Additional activity will include six-sheet posters in PureGym and David Lloyd locations, Facebook and Instagram activity, and other targeted digital ads served to audiences as they browse online.
It will look to blend practical nutritional advice, recipe ideas and information about the essential nutrients provided by red meat - such as protein, iron, zinc and vitamin B12 - which support normal bodily functions, energy and overall health.
Aberdeen-based nutritionist, author and influencer Scott Baptie will return to Scottish TV screens and social media for the second year running.
His social series, A Strong Start with Scott, will provide short, engaging content with practical, relatable tips for nutritious meat-based dinners and easy, wholesome meals. Recipes will include a Scotch Beef Buddha Bowl, Speedy Scotch Lamb Wraps and a Teriyaki Specially Selected Pork Crispy Rice dish.
Emma Heath, director of marketing at QMS, commented: “We are continuing to build on the momentum of our previous campaigns 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 our brands, but also their nutritional value, helping people start the year as they mean to go on.
“January is about starting strong - there’s no place for extremes or fads. Fast fixes don’t last, but strong starts do. The Scotch brands sit at the heart of balanced, real-food choices that can power new habits. They’re a confident, natural protein to build from, with the added benefits of being locally sourced, quality assured and farmed with care.”
