QMS launches Scotch Beef radio ads
A new radio campaign by Quality Meat Scotland (QMS) has been launched this month to promote Scotch Beef PGI.
According to QMS it is expected that over 2.2 million Scottish consumers will hear the four adverts running on commercial radio stations across the country.
The adverts are aimed at encouraging them to buy Scotch Beef as part of a mid-week meal, as well as for special occasions such as Easter.
In addition to the radio campaign, newspaper adverts will look to help improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef brand, with the message ‘Get Behind the Label’.
The new marketing activity complements the main 13 week Scotch Beef campaign ‘There’s beef, there’s Scottish beef, then there’s Scotch Beef’ which began in February. It is targeting ten million consumers across Great Britain, aiming to inform, educate and inspire them to use Scotch Beef when they cook.
300 independent butchers, who are members of the Scotch Butchers Club, also received promotional packs with steak sauce recipe cards and resources to help them boost their sales of Scotch Beef steaks during the campaign.
Suzie Carlaw, QMS marketing controller, said that the initial feedback indicates that the campaign is being well received.
“The target market for this campaign is professionals, food enthusiasts and busy families and the message is cooking with Scotch Beef can be really simple – it’s perfect for mid-week meals as well as occasions,” said Carlaw.
“When shoppers are in their butchers shop or supermarket aisles, we want to encourage them to look for the Scotch Beef PGI logo which guarantees quality in every bite as well as world-leading levels of traceability, assurance and welfare standards.”