Concentrating on ‘Cred’ this autumn
FOLLOWING a successful spring and summer marketing campaign that reached 85 per cent of 18-39-year-olds in Scotland via a digital-first approach, QMS is continuing to build ‘Cred’ with our autumn activity.
As the nights draw in and the seasons change, our gaze remains firmly on this younger demographic. With the expanding market of flexitarians, who are choosing to eat less but better meat driven primarily by this age group, we are viewing this growing interest in sustainable food choices as an opportunity, rather than a threat.
For some of our levy payers, the question may be: “what does field cred actually mean?” To our target market, it means credibility, sustainability, local, high animal welfare and a trust in the Scotch brands.
In promoting red meat to consumers, we have a long-term opportunity to align with growing trends and lifestyles in which the dimensions of sustainability and respectful rearing are high on the agenda through our defendable brand positioning: ‘meat with integrity’. That said, we are also aware that fears around the rising cost of living is having an impact on shopping habits.
With our autumn campaign coinciding with concerns around greater energy costs as winter approaches, our focus is on value cuts, batch cooking, utilising leftovers, encouraging switching from chicken to pork, but also seeing opportunities in trading up for steak night at home as consumers reduce dinner occasions out.
Hearty, nutritious and affordable meals are being showcased via bold social media ads as we reach out to 73% of 18-39 year olds in Scotland, but retailer partnerships, billboards and prime-time TV advertising will also remain key in encouraging consumers to select Scotch.