Far-reaching ‘go places with pork’ campaign hailed a success

The additional £125,000 from the Scottish Government which was ploughed into the recent campaign to promote Scottish pork and support the country’s pig industry has produced impressive results in raising the profile of the Specially Selected Pork brand, according to Quality Meat Scotland.

The organisation yesterday said that the six-week long campaign – “Go Places with Pork” – reached 94 per cent (4.2 million) of the Scottish adult population, through a combination of print, outdoor and digital advertising, PR activity, social media, influencer engagement and, for the first time, a television commercial.

The light-hearted TV advert, which featured a family sharing photos of Specially Selected Pork dishes from around the world was seen by over three-quarters (78 per cent) of the Scottish population, with consumer research revealing that 45 per cent in Scotland could recall seeing the advert.

The TV advert was supported by billboard and digital advertising and complemented by PR activity which focused on promoting the versatility and health benefits of pork, as well as influencer partnerships with bloggers.

Theresearchalsoshowed that 73 per cent of respondents who were aware of the campaign viewed Specially Selected Pork as representing a higher standard.

Scotch Beef and Scotch Lamb will once again be given a high profile at Asia’s biggest food fare, HOFEX in Hong Kong, which attracts more than 42,000 visitors from over 85 countries and regions. Tom Gibson, head of market development with QMS said that with the continued uncertainty over Brexit, developing international markets was essential.