QMS relaunches ‘Meat with Integrity’ campaign

QMS relaunches ‘Meat with Integrity’ campaign

Quality Meat Scotland (QMS) has relaunched its ‘Meat with Integrity’ campaign in a bid to raise awareness of the quality and provenance of the Scottish red meat industry’s animal welfare and sustainability credentials.

Hazel McNee Meat With Integrity

Hazel McNae; One of the faces from QMS’s ‘Meat with Integrity’ campaign.

The campaign, which first launched in July 2019, will run for four weeks from 13th January 2020 with a primary focus on raising awareness of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.

QMS is hoping the campaign will reach over a million consumers and will be supported by advertising at 25 gyms and health clubs throughout Scotland, as well as online video advertising across The Scotch Kitchen’s social media platforms.

The relaunch will also see the return of some of the faces of the summer campaign, including farmers Hazel McNee, and Angus and Bruce McConachie from Grantown on Spey.

Lesley Cameron, director of marketing and communications with QMS, said: “We are delighted to start off 2020 with our Meat with Integrity campaign – it’s vitally important that we continue to drive consumer awareness the Scottish red meat industry’s exceptional welfare and sustainability credentials.

Cameron continued: “With sustainability and animal welfare consistently important factors to consumers when they are buying meat, it’s important that we share the processes behind our brands – demonstrating the Scotch difference.

“We know from our summer campaign that one of the most effective ways to do this is to showcase the individuals behind the brands working tirelessly to create quality Scotch meat.  We look forward to sharing their stories once again, so that consumers across the country can buy Scotch Beef, Scotch Lamb and Specially Selected Pork with confidence knowing that it has been produced in Scotland to the highest possible standards.”

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