Scottish pie campaign launched

Quality Meat Scotland (QMS) has developed a new campaign to encourage people to warm up and beat the winter blues with meat pies.

Run in collaboration with the Scottish Federation of Meat Traders Association (SFMTA) and Scottish Bakers, the campaign is being promoted by Carol Smillie.

The project started yesterday – Blue Monday, the day some believe is the most depressing of the year. Smillie awarded one member of the Glasgow public, lollipop lady Dorothy Gaffney, a Scotch beef pie.

As the smiling face of the campaign, she said: “What better to warm you up and cheer you up on a dreary day than a piping hot pie? It has become an iconic food in Scotland and you cannot beat the combination of golden pastry and tasty meat filling for a treat – a steak pie is my personal favourite.

“People like Dorothy are working outside in all weathers at this time of year and we’re calling on butchers, bakers and consumers to recognise deserving members of their local community and put a smile on their faces with a pie.”

Pies were sent out to journalists yesterday, while SFMTA and Scottish Baker members will receive a poster and window vinyl. The campaign is pitching the pies as: ‘Warm and Tasty, Wrapped up in Pastry’.

Members of the public can nominate deserving recipients online using #welovepies on to @ScotchBeefPGI on Twitter – the 100 most deserving nominations will each receive a free pie.

Jack Broussine, QMS marketing executive, said: “Butchers and bakers are at the heart of every community, cheering up their customers every day with their fantastic customer service and product knowledge. On winter days like today, pies from local butchers and bakers are a fantastic hot treat and are second to none when it comes to taste and quality.”

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