Scotch red meat radio ad to reach 28m listens
Quality Meat Scotland (QMS) has announced its new advertising campaign, promoting red meat across radio and social media.
The radio campaign, which is set to air until mid-March, is being broadcast across Scotland on the Bauer radio network. According to QMS, the average listener will be exposed to ads around 10 times during the six-week campaign period, leading the advert to potentially reach 28 million messages being delivered to listeners.
In addition to the radio campaign, which also features a live on-air competition with DJ Grant Thompson, QMS is launching a series of social media videos on Facebook, Instagram and TikTok to showcase red meat as an option for Valentine’s Day celebrations. QMS said it will partner with social media influencers who will compete in cooking challenges using Scotch Beef, Scotch Lamb and Specially Selected Pork.
Emma Heath, marketing director at Quality Meat Scotland, said: “To start 2024 as we mean to go on, we’ve upweighted our spring campaign and will be using a number of ways to encourage consumers to try new things with Scotland’s premium red meat.
“Valentine’s Day provides a timely hook as it’s a popular time for steak – there are some fantastic ways to cook with it, whether it’s pork, beef or lamb steaks. We hope that our new campaign will inspire people to shake things up a bit in the kitchen and visiting our recipe section on makeitscotch.com is a great place to start finding new ideas.”
Sarah Miller, CEO at QMS, said: “This is a great campaign that builds on our television advert that has been running since the start of January, showcasing the health, sustainability, and nutrition credentials of Scotch Beef, Scotch Lamb and Specially Selected Pork.
“The radio advert and competition will be heard by millions of people across Scotland, and the fun social media campaign is designed to be inspiring and easily shared – it’s a great opportunity to help spread the message about our Scotch and Specially Selected brands being the perfect choice for Valentine’s Day and beyond.”
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