February 11, 2014

Quality Meat Scotland launches Scotch Beef PGI campaign 

Quality Meat Scotland launched on Friday (Feb 7) a Scotch Beef protected geographical indication (PGI) campaign that will target eleven million consumers.

The £650,000 (US$1.1 million) campaign in Scotland and England - where the focus will be on South East England and Greater London - is set highlight the provenance, traceability and integrity which underpin the Scotch Beef brand. The aim is to inform and educate consumers and inspire them to choose Scotch Beef, with its much-coveted PGI status.

Part-financed by the EU, the eight week campaign covers 955 poster sites across Scotland, Central London and the South East as well as magazine adverts in national and Scottish press. Two creative executions are being used - "Great Quality of Taste" and "Get Behind the Label" which features some of the hundreds of farming families throughout Scotland who work hard to produce top quality beef.

The multi-channel promotional push also targets the wider public through digital advertising which encourages consumers to discover recipes on www.scotchbeefandlamb.com.

Three hundred independent butchers, who are members of the Scotch Butchers Club, will also receive promotional packs with steak sauce recipe cards and resources to help them boost their sales of Scotch Beef steaks.