Masterchef winner heads Scotch Beef campaign

Winner of BBC’s Masterchef: The Professionals Jamie Scott has launched a new campaign to promote Scotch Beef PGI.

The campaign, which kicks off this week, will run for nine weeks and aims to differentiate Scotch Beef using the strapline ‘There’s beef, there’s Scottish beef, then there’s Scotch Beef’.

Quality Meat Scotland (QMS) said the project will showcase Scotch Beef and the flavour, provenance, traceability and integrity which underpin the brand’s PGI (Protected Geographical Indication) status.

The campaign is targeting more than 4.7 million consumers across Scotland and Greater London in February and March to inform, educate and inspire them to use Scotch Beef when they cook.

Laurent Vernet, head of marketing at QMS, said: “By targeting professionals, food enthusiasts and busy families alike, this campaign aims to show just how simple and versatile cooking with Scotch Beef can be. It is an everyday premium product that can be enjoyed as part of a healthy, balanced diet.

“By choosing Scotch Beef, we want consumers to know they are choosing the best product out there in terms of quality, taste and provenance. Scotch Beef is also underpinned by one of the longest-running quality assurance schemes in the world.”

Scott, sous chef at St Andrews’ Rocca Restaurant, used Scotch Beef for his main course in the Masterchef final. He also yesterday (2 February) served up the meat at The Macallan Distillery to celebrate the launch of the campaign.

He said: “I want to help share our love of Scotch Beef with consumers across the UK, especially given that 2015 is Scotland’s Year of Food and Drink.

“It is such a versatile product and although it is simple to cook, it is also very impressive which is the main reason I chose to include it in my final dish on Masterchef. I always look for the Scotch Beef logo so I know I’m getting the very best.”

Scotch Beef was recently voted Scotland’s favourite food.

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