Scottish shoppers urged to ‘Do More With Pork’

A new Quality Meat Scotland (QMS) campaign is encouraging consumers to “Do More With Pork” by cooking with Specially Selected Pork. 

The six-week marketing push is expected to reach over three million consumers and is designed to showcase the quality, affordability and speciality of Specially Selected Pork.

Customers will be taught new pork recipes, designed for mid-week meals as well as barbecues. The Scotland-wide campaign will be supported by online, radio and press advertising.

Three hundred butchers – members of the Scotch Butchers Club – will receive promotional packs containing recipe cards and resources to help boost sales over the campaign period.

“This year’s campaign is very much building on the 42% brand recognition we already have with Scottish shoppers, so that when consumers go into their local butcher’s or supermarket they are looking to put pork into their shopping basket,” said Laurent Vernet, QMS’ head of marketing.

“The Specially Selected Pork logo not only assures quality in every bite, but also assures consumers that animals have been reared to animal health and welfare standards approved by the Scottish SPCA [Society for Prevention to Cruelty of Animals].”

QMS will also be the main sponsor at Taste of Grampian 2016, where it will actively promote Scottish pork further.

More information can be found by visiting www.speciallyselectedpork.com.

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