Scotch Beef in the spotlight for Father’s Day

Scotch Beef in the spotlight for Father’s Day

A new promotion launched by Quality Meat Scotland (QMS) is set to be seen by an audience of one million ahead of Father’s Day (16th June 2019).

The ‘Make this Father’s Day a Scotch Beef Day’ activity focuses on inspiring people across Scotland to treat their dad to one of the country’s finest ingredients, locally-sourced, fully traceable Scotch Beef PGI.

It includes a mix of both print and digital advertising as well as supporting social media and PR activity.

Kirsty Fox, QMS marketing manager, said: “Our new promotion is encouraging people across Scotland to give dad a Scotch Beef dish that he deserves, using locally sourced ingredients that are the very best in quality.

“With an eye-catching creative, striking imagery and a fantastic product, we’re confident that the promotion will inspire consumers to treat not just dad but the whole family to Scotch Beef on Sunday 16th June.”

Recent research carried out by Censuswide on behalf of QMS revealed over 96 per cent of Scottish men enjoy red meat, with 86 per cent agreeing that it’s important to safeguard the red meat industry. This includes buying and eating Scotch Beef.

The promotional activity adds to a number of recent efforts from QMS to publicise Scotland’s red meat industry, with the ‘Know Your Beef’ campaign set to deliver strong results for the industry across an integrated mix of advertising, marketing and PR promotion.

Over the past couple of months, members of the Scottish red meat supply chain have been put in the spotlight, from farmers, processors and butchers to auctioneers, chefs and vets.

This will continue in the upcoming ‘Meat with Integrity’ campaign which will be launched at the end of July, focusing on the industry’s animal welfare and environmental credentials.


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