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Scotch Beef
Quality Meat Scotland has focused its message to consumers about Scotch Beef through the TV character 'Glen' who first hit Scottish TV screens in 2001. The TV campaign has been part of a major marketing campaign to support Scotch Beef sales throughout Scotland and for the in targeted areas of England.
'Glen' has been a huge hit with the consumers, and helped to boost awareness of Scotch Beef to levels consistently over 80%. Over the years our marketing campaign has evolved to give the brand fresh impetus and to chime with the subtle change in what consumers rate as important when they’re shopping for beef.
We’re constantly carrying out research into consumer attitudes and what we’ve spotted is that their primary concern as far as meat is concerned is reassurance on why they should pay more. They’re increasingly interested in buying beef from cattle that are raised naturally and well cared for.
So we’ve changed Glen’s look to send out a message to them that when they’re buying Scotch Beef this is exactly what they’re getting, a 100% natural product complete with unique guarantees on production standards all the way from farm gate to dinner plate.
To coincide with the advertising activity, consumers should look out for Glen ‘look-a-likes’ in local supermarkets. The Glens are able to direct you towards the Scotch Beef products in store and explain elements such as labelling and why Scotch Beef is, in our opinion, the best.
Quality Meat Scotland has also been working with the European Union to bring an exciting new recipe book range to consumers. The booklets give information on healthier cooking tips, how to safely store meat in the home and some mouth watering recipes.
Click here (PDF, 1.5MB) to download your own personal copy of the latest recipe book.
For further information and mouthwatering Scotch beef recipes log on to our new website www.scotchbeefandlamb.com
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