QMS says its ‘Meat with Integrity’ campaign getting results
Quality Meat Scotland’s (QMS) says its recent campaign to raise awareness of the quality and provenance of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork has produced impressive results.
The campaign, which launched on 29th July 2019, successfully promoted the Scotch brands and drove consumer awareness of the Scottish red meat industry’s exceptional credentials in terms of animal welfare and sustainability.
The campaign, unveiled at this year’s Royal Highland Show, was brought to life through a series of videos highlighting the quality and provenance at the core of Scotch Beef, Scotch Lamb and Specially Selected Pork. The videos focused on four farmers from across the industry, a butcher and a chef.
“Our industry is in stark contrast to intensive production methods and deforestation which are used in other countries.
QMS said the series resonated well with the target market and the videos were viewed to completion over 200,000 times online with viewers encouraged to visit the Meat with Integrity website to learn more about the high production and animal welfare standards which underpin the brands.
The campaign was further supported by out-of-home advertising at over 200 high visibility sites throughout Scotland. PR and influencer marketing, which included partnerships set up with bloggers Foodie Quine and Lifestyle Hunter, had a combined reach of over 60,000. Social media activation across the Scotch Kitchen’s Facebook, Twitter and Instagram accounts which included facts about the Scotch production process reached over 1.9 million people.
There was also a radio partnership with Bauer media, which involved a series of 40 second ‘meet the expert’ segments showcasing the passion and pride that they have when it comes to animal welfare, the environment and the countryside. This activity created over 14 million opportunities to hear key messages from the campaign across six radio stations throughout Scotland.
Press advertising was secured with The Telegraph where content was viewed around 10,000 times helping people across the UK understand the importance of animal welfare and wellbeing on Scotch assured farms.
Alan Clarke, chief executive of Quality Meat Scotland (QMS), said: “The aim of Meat with Integrity was to drive consumer awareness of Scotch Beef, Scotch Lamb and Specially Selected Pork’s exceptional welfare and sustainability credentials and we are delighted to see the campaign has proven to be memorable and impactful with consumers.
“In order to cut through the constant flow of unbalanced, and often inaccurate, coverage by some parts of the media, it is absolutely imperative that we continue to strongly communicate to consumers the difference between Scotland’s production systems and animal welfare standards and others across the globe.
“Our industry is in stark contrast to intensive production methods and deforestation which are used in other countries. We have an abundant, natural fresh water supply and produce quality beef and lamb from the grass and rough grazing which make up around 80 percent of Scotland’s agricultural land which is not suitable for cereal, fruit or vegetable production.
“Scotland’s grassland also acts as a carbon sink and grazing animals provide habitats for wildlife and help to maintain the landscape.
“In the New Year we will continue to support the Scottish red meat industry by bringing back the Meat with Integrity campaign, shining a light on other individuals who take great pride in producing, and working with, quality Scotch Beef, Scotch Lamb and Specially Selected Pork. This will continue to help consumers across the country buy our brands with the confidence that our meat is produced to the highest possible standards.”