Scotch beef campaign up for industry award

A Scotch Beef campaign which helped increase sales of beef in London by 30% has been shortlisted for a major award by the Chartered Institute of Marketing.

The QMS ‘Great quality of live, great quality of taste campaign’ raised the profile of Scotch beef in London through point-of-sale poster, posters on the London Underground, and targeting advertising included quality newspaper magazine and online adverts on upmarket recipe sites.

The campaign, whose core target were women aged over 35 who are regarded as the main food-shoppers for the family, focused on the brand’s heritage. By combining the message of animal welfare with high quality assurance and taste, brand awareness was increased from 29% to 49% between 2009 and 2010.

QMS marketing controller Suzie Carlaw said: “We needed to reinvigorate the Scotch Beef brand on a modest budget, and through listening to consumers we were able to make minor adaptations to the existing creative to better reflect what they wanted. The new campaign saw Scotch Beef become the best known red meat brand in London, brand awareness reached its highest ever level, and sales increased 30% in late 2010.”

“Listening to consumers meant that our existing creative could be adapted in a cost effective way, which ultimately resulted in a stronger and more relevant consumer brand.”

The Marketing Excellence Award winners will be announced in February 2012.

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