Innovative meat and greet campaign launch by QMS

A new campaign to encourage young shoppers to buy more Scotch Beef and Scotch Lamb will launch on Monday.

Quality Meat Scotland (QMS) says its Make It campaign will urge Scottish shoppers, aged between 18 and 39, to choose Scotch Beef and Scotch Lamb when they choose to eat meat.

The levy body says the campaign will align with the values of its target audience, which includes families with young children, who care about health and nutrition and are interested in sustainability and where their food comes from.

It will also target those with older children, and “empty nesters” aged 55 and above, who also care about health and nutrition and are happy to pay more for quality products.

The eight-week campaign will include advertising at 45 locations across Scotland, as well as adverts in print, digital and radio.

“This is the first time that our two Scotch brands, Scotch Beef PGI and Scotch Lamb PGI, will be promoted in a joint campaign,” said QMS director of marketing, Lesley Cameron.

She added research had shown younger people are becoming increasingly more health conscious and more concerned about issues around animal welfare and sustainability.

“Our campaign is designed to inform this core group that Scotch Beef and Scotch Lamb not only has the highest possible animal welfare credentials but is also a healthy and nutritious option for quick and easy mid-week meals,” said Ms Cameron.

“We want to give meat eaters permission to buy and enjoy red meat and ensure that when they do, they Make It with Scotch Beef and Scotch Lamb.”