Scotland’s world-class lean meat is on the centre stage this summer as Quality Meat Scotland (QMS) launches a new campaign to celebrate the iconic Bluescotch label and the farmers behind it.
The Levy Committee’s campaign is looking to build an emotional connection between the people, care and craftsmanship that underpins the scotch meat label.
Released on July 14th, it defends Scotch beef, Scotch lamb and specially selected pork, encouraging more consumers to choose high-quality red meat produced locally.
The multi-platform campaign is led by STV and supported along with an expanded presence on Sky TV, digital ads, paid social media, radio and podcasts.
It is expected to reach over 70% of Scotland adults and promote the assurance, quality and pride behind every cut of meat with scotch.
Returning to the screen is “When You Know” popular with 30-second TV spots, shedding light on the people and values behind the label.
These combine fresh waves of “Start from Scotch” branded films, providing recipe inspiration and showing how to enjoy Scotch beef, lamb and pork in a variety of everyday meals.
This year’s campaign standout moment is airing of the new STV brand story in July, followed by Jennifer and John Strasser from South Lanarkshire, third generation cows and sheep farmers.
The short film captures typical days on family farms, from livestock care and land management to the pride they take to seeing Scotch labels on supermarket shelves.
Also, at their enthusiastic young son Angus, age 4, he already wants to follow in the footsteps of his family.
Campaigns that complement TV content also affect platforms such as Spotify, YouTube, Facebook, Instagram and Makeitscotch.com websites.
“Our ‘When You Know, You Know’ campaign first launched last September and has seen some positive results so far, showing that the message resonates with consumers.
“At QMS we are proud to celebrate all the hard work that Scottish farmers have spent 365 days a year producing sustainable, high-rise, high-quality red meat.”
She added: “This campaign continues to amplify all the stories and proof points behind the brand using “real” people. We are particularly excited to see Jennifer and John Struthers realize what the farmers are doing. ”
