QMS targets customers of taste in UK’ s capital

Meat: Sizzling Scotch Beef promotion builds on reputation for quality

Mouth-watering images of Scotch Beef are currently being shown to four million Londoners as part of Quality Meat Scotland’s (QMS) latest promotional campaign.

The red meat levy body’s two-month campaign sets out to encourage shoppers in London and the Home Counties that Scotch Beef is the best beef money can buy.

Billboard adverts and digital advertising screens featuring enticing images of Scotch Beef products have been put up in high footfall commuter areas of London including Waterloo, Liverpool Street and Fenchurch Street stations.

An array of advertising is also in place across Britain in a bid to inform, educate and inspire people across the country to use Scotch Beef when they cook.

“We have worked incredibly hard over the last few years to build the Scotch Beef brand and every single person involved in the process, from farm to fork, should be proud of its success to date,” said QMS marketing controller, Suzie Carlaw.

“The very positive image of Scotch Beef PGI which the QMS campaign aims to further cement in London is particularly important. London consumers greatly value the quality of products they buy more than the average British consumer.”

She said this year’s campaign had a specific focus on roasting joints in a bid to encourage people to sit round the table with family and friends to enjoy a delicious roast dinner.

Research commissioned by QMS reveals that the British tradition of sitting down to a family meal together was in danger of becoming a thing of the past, with 57% of people no longer sitting down to a daily meal with family or housemates. Working hours were cited as the biggest barrier to eating meals together, followed by people being too busy with hobbies and leisure pursuits.

ENTICING: A billboard as part of Quality Meat Scotland’s Scotch Beef promotional campaign in London