Q Guild ramps up marketing campaign

Independent butchers’ trade association the Q Guild has launched a major new campaign to engage the public's imagination and promote the knowledge, quality and innovation that can be found in high street butchers’ shops.

The Guild will use social media and new promotions, events and education to get their message across, as well as work with a wide range of supporters, including celebrity chef Ainsley Harriott.

Chairman Philip Cranston said: “We are the proven experts in meat on the high street – this new campaign will give us a stronger, more visible presence nationally and locally.

“The effort will be on making sure that the Q Guild is a well-known measure of quality and a source of knowledge among consumers to help them make an informed choice when it comes to buying meat.”

Cheshire-based Souter PR has been appointed to drive the programme.

MD Sue Souter said: “This is about raising consumer awareness by making butchers real and writ large in their communities, keeping members happy because their customer base is growing, and challenging the supermarkets a bit. We cannot compete on budget, but we can on knowledge, heritage and commitment to quality. Nobody can match a Q Guild butcher for that.”

Other activity in the pipeline includes a search for a patron, and the annual Smithfield Awards in London in November, where Q Guild butchers battle in sausage, pie and speciality product competitions.

The Q Guild celebrates 25 years as a trade association this year and now has 140 members. Together, it serves over a quarter a million UK consumers every week, providing £3m worth of meat and related products.

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