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Behind the Labels

The aim of the Behind the Label campaigns is to communicate to consumers that the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork labels guarantee farm assurance, taste and outstanding quality.

The campaigns build on existing strong consumer awareness and provide a compelling reason for shoppers to look for the label at the point of purchase.

To view the videos from the campaign, please click on the links to the right.