Scotch beef-cake revealed

26 June, 2007

Former professional rugby player Chris Capaldi has lifted one of the top jobs in the Scottish advertising scene.

The 28 year old rugby star turned model beat off stiff competition from all over Scotland to become the new Glen, the kilted Highlander figure, who heads up the award winning Scotch Beef campaign for red meat body Quality Meat Scotland.

Capaldi, from Edinburgh, will front a multi million pound marketing promotion aimed at driving up sales of Scotch Beef both in Scotland and south of the border.

QMS Chairman Donald Biggar said: "Chris has all the qualities we were looking for to become the iconic Glen character and the new face of our Scotch Beef advertising campaign.

"Since he was first introduced back in 2001 Glen has helped raise Scots' awareness of the Scotch beef brand to unprecedented levels, matching figures rarely seen outside the big global brands."

Capaldi who played rugby for Scotland at Under 21 level and was a successful member of the Scotland 7-a-side team hung up his boots last year to concentrate on developing a career in modelling. He was a huge hit in the kilt on the catwalk in Tartan Week in New York.

Speaking of his new role as the Scotch beef hero Chris said: "The Glen campaign is one of the top jobs in Scotland. I know there were a lot of people in for it, so naturally I was delighted to have been chosen

"I've just completed my first photo shoot in the Glen Coe area, the pictures will make up a billboard campaign starting soon and Quality Meat Scotland have a long list of appearances lined up for me both here and in London, their target market in the south this year."





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