QMS launches red meat toolkit and new ad campaign
Quality Meat Scotland (QMS) has launched a toolkit featuring facts and shareable statistics that promote red meat consumption.
QMS said that the toolkit ‘Celebrating the positives of red meat’ is designed to give quick and easy access to vital information about livestock production, with key points to help positively manage the reputation of red meat in 2024, as well as providing users with statistics, downloadable graphics and expert opinions.
Kate Rowell, chair of QMS said: “We are a country that can lead the world on sustainable red meat production. We know this, but the word must be spread. We shouldn’t be defensive, or wait for meat production to be criticised. We must be proactive, armed with a story to tell – underpinned by evidence and data.
“We want to arm all those working in our sector with the information they need to be our strongest advocates. This pack is one of the tools to help build greater understanding among consumers and decision-makers and instigate greater fact-based conversations around Scotch red meat. I would urge all levy payers to use the information, to share it widely and wherever possible to help tell our positive story.”
‘Make It Scotch’ marketing
QMS also announced the launch of its latest marketing campaign in January, which it said is set to reach 71% of all adults in Scotland.
The 30-second TV advert will be seen across STV, STV Player and Borders TV, and is supported with YouTube, Facebook and Instagram adverts, with additional content promoted through QMS’s ‘Make It Scotch’ social channels.
The advertising and marketing campaign focuses on communicating the “inCREDible credentials” of the Scotch and Specially Selected brands to consumers in Scotland in a positive way, stated QMS – focusing on health, diets, quality assurance, locally sourced and product that is farmed with care.
Rowell concluded: “We want to build awareness among the public of Scottish red meat’s role in delivering world class, nutritional food which enhances the environment from which it is produced. Both the toolkit and the marketing campaign build on our strategy to make Scotland the choice for premium red meat.”
AIMS calls for “radical reformulation” of approach to food standards
Major fire at Scotbeef Wolverhampton facility
