Scotch promotion goes digital

Scottish meat bosses are embracing the digital revolution when it comes to marketing their products in the future.

Quality Meat Scotland (QMS) said the growing trend among consumers for using mobile digital devices to search for recipes was shaping its latest Scotch Beef campaign.

Traditional media will not be ignored either, and the new campaign will feature two new adverts focusing on food and landscape imagery to promote the standard of Scotch Beef.
The campaign will run throughout Scotland for the month of November and is part of a £700,000 Scotch Beef spend, part-financed by the European Commission, which will major on GB-wide activity with a London focus in February and March 2013.

The activity this month includes traditional advertising at strategic billboard locations, as well as newspapers and magazines but, in response to QMS consumer research, will also include online advertising, targeted to reach key consumer audiences.
“The November Scotch Beef campaign will be complemented by direct marketing activity in the first week of December. This will focus on encouraging people to have Scotch Beef and Scotch Lamb for Christmas dinner,” said Suzie Carlaw, QMS marketing controller.

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