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Marketing Activity
Developing a brand led marketing strategy
QMS has developed a marketing strategy with the industry based on segmentation, focused targeting, brand integrity and simplicity.
All the work of the marketing team is underpinned by comprehensive consumer research providing vital insights into what can give the Scotch brand the edge in increasingly competitive markets for red meat.
Glen our Highland hero and the face of the Scotch beef TV advertising campaign continues to increase consumer awareness of the taste and quality of the product.
We also use top Scottish athletes to add a new dimension to the campaign and take the message about the benefits of eating Scotch beef to a whole new audience.
Thanks to these communication efforts, consumer awareness levels of Scotch Beef have risen to over 90% - the highest figure ever recorded.
One of our leading publications Performance +, a unique sports nutrition guide, packed with high protein recipes and aimed at 13 – 18 year olds is about to be upgraded featuring tips on training and fitness from some of Scotland's leading sportsmen and women. Over 50,000 copies of the guide have now been distributed to different clubs and sports organisations across Scotland.
Please email us to secure your personal copy of this booklet.
Scotland's first Scotch Lamb Month was launched this year taking a positive message about the taste and quality of our lamb to a whole new audience. Separate marketing activities are coordinated in Europe, where branded Scotch lamb products are increasingly popular with discerning consumers.
Additionally Scotch Beef and Scotch Lamb are recognised by the European Commission in Brussels as being products with unique regional characteristics, and as such have been awarded the status of PGI (Protected Geographical Indication). This means that all beef and lamb carrying the Scotch marks must be born, reared and processed in Scotland and have spent all of their lives on an Assured farm.
The Specially Selected Pork “Make the Most of Your Roast” campaign has also proved to be a great success. The number of consumers claiming to roast pork has increased by 77% since this campaign started and the number of Scottish consumers roasting their pork in foil, proven to spoil the dish, has dropped by almost a third.
QMS continues to build on the success of the existing campaign bulding in new dimensions such as the Roasting Roadshow which traveled around Scotland giving consumers the opportunity to taste perfect roast pork during their supermarket shop.
Specially Selected Pork was the first product to achieve the European Quality Standard EN45011 and today Scottish pig farmers still lead the world in their Quality Assurance and product development.
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