QMS launches its first Christmas advert promoting Scotch meat

QMS launches its first Christmas advert promoting Scotch meat

Quality Meat Scotland (QMS) has predicted that its first Christmas TV campaign will reach almost 90% of Scotland’s adult population as the organisation celebrates Scotch meat during the festive season.

The QMS Christmas advert will focus on Scotch red meat, promoting it for “seasonal celebrations and get-togethers”.

Scottish viewers will see the advert on channels such as STV, Border TV and STV Player. The 30-second advert will show all three meats (Scotch beef, Scotch lamb, and Specially Selected pork) with a 10-second version for each of the variants and is supported with social media content and PR to run from 14th November until New Year’s Day.  

Emma Heath, QMS marketing director, said: “Television adverts have become synonymous with the start of the Christmas countdown and for the first time ever Scotch meat is to get its moment in the seasonal spotlight.

“This campaign is a significant addition to the QMS marketing calendar, amplifying the focus on our nation’s iconic meats during the important festive shopping period and – importantly – putting the spotlight on our livestock sector.

“A lot of thought and effort has gone into making this a really powerful campaign that gets consumers to think of Scotch beef, Scotch lamb and Specially Selected pork right up to New Year’s Day and going forward into 2024.”

Heath continued: “Food-focused Christmas television ads have provided plenty of entertainment and conversations for consumers in recent years and are proven to drive sales, which is why many retailers place so much emphasis on their festive campaigns. Being part of this this vibrant and compelling advertising season seemed like the perfect time for us to push Scotch beef, Scotch lamb, and Specially Selected pork as the centrepiece to any meal over the holidays.”

Frances Hamilton, QMS brand manager, said: “Our campaign has a bold and epic ‘cinematic’ theme around superheroes – a group of family and friends sitting around a table in awe of the feast before them. The kids suspect that the cooks have superpowers to have conjured up the fabulous meal, until it becomes clear that the superhero is actually the meat itself.

“The TV ad will not just promote Scotch meat for Christmas Day, but as a meal for any of your seasonal celebrations or get-togethers.”

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