Scotch Beef campaign expected to reach 2.2 million consumers

A new radio campaign from Scotch Beef PGI is expected to reach over 2.2 million Scottish consumers. 

Launched by Quality Meat Scotland (QMS), the four adverts are aimed at enticing consumers to buy Scotch Beef as a mid-week treat and for special occasions such as Easter, and are running on commercial radio stations across Scotland during March.

In addition to the radio adverts, one million adults in Scotland are expected to see the ‘Get Behind The Label’ creatives in newspapers in Scotland. These adverts feature farmers from across Scotland and aim to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef brand.

Three hundred independent butchers and the Scotch Butchers Club also received promotional packs with steak sauce recipe cards and resources to help them boost their sales of Scotch Beef steaks during the campaign.

Suzie Carlaw, QMS marketing controller, said initial feedback indicated that the campaign was being very well-received.

“The target market for this campaign is professionals, food enthusiasts and busy families and the message is cooking with Scotch Beef can be really simple – it’s perfect for mid-week meals as well as occasions.

“When shoppers are in their butcher’s shop or supermarket aisles, we want to encourage them to look for the Scotch Beef PGI logo, which guarantees quality in every bite, as well as world-leading levels of traceability, assurance and welfare standards.”

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