Quality Meat Scotland (QMS) is spreading the love for Scotch Beef, Scotch Lamb, and Specially Selected Pork with the launch of exciting marketing activities in the weeks ahead. Engaging radio adverts and social media campaigns are set to reach audiences throughout Scotland, inspiring them to cook with Scotland’s premium red meat.
The radio campaign, set to air until mid-March, is being broadcast Scotland-wide across the Bauer radio network which includes stations such as Greatest Hits Radio Scotland, Clyde 1, Forth 1 and Northsound. With the average listener being exposed to ads around ten times during the six-week campaign period, there’s the potential for 28 million meaty messages being delivered throughout the campaign.
In the run up to Valentine’s Day, listeners will also be able to participate in a live on-air competition with popular DJ Grant Thompson with the chance to win Scotch Butchers Club vouchers and up to £300 in cash by answering a series of questions from well done, to medium, to rare…!
In addition to the radio campaign, QMS is launching a series of social media videos on Facebook, Instagram and Tik Tok to showcase the brands as the perfect choice for Valentine’s Day celebrations. QMS will partner with social media influencers who will compete in two challenges, ‘Couples Dinner Dash’ and ’Steak my Breath Away’ where they will cook with Scotch Beef, Scotch Lamb and Specially Selected Pork. This mirrors popular trends seen on TikTok and other social media platforms, promising entertainment and inspiration in equal measure.
Emma Heath, Marketing Director at Quality Meat Scotland said: “To start 2024 as we mean to go on, we’ve upweighted our spring campaign and will be using a number of ways to encourage consumers to try new things with Scotland’s premium red meat. Valentine’s Day provides a timely hook as it’s a popular time for steak – there are some fantastic ways to cook with it, whether it’s pork, beef or lamb steaks. We hope that our new campaign will inspire people to shake things up a bit in the kitchen and visiting our recipe section on makeitscotch.com is a great place to start finding new ideas.”
Sarah Millar, CEO at Quality Meat Scotland added: “This is a great campaign that builds on our television advert that has been running since the start of January, showcasing the health, sustainability, and nutrition credentials of Scotch Beef, Scotch Lamb and Specially Selected Pork.
“The radio advert and competition will be heard by millions of people across Scotland, and the fun social media campaign is designed to be inspiring and easily shared – it’s a great opportunity to help spread the message about our Scotch and Specially Selected brands being the perfect choice for Valentine’s Day and beyond.”
