|
All the Latest News and Developments sent to you by email.
| | |
|
|
 |
Specially Selected Pork
Since 2003, Specially Selected Pork marketing campaigns have targeted new Scottish audiences by using alternative media to that of Scotch Beef and Lamb. Our efforts have proved fruitful with consumer attitudes to Specially Selected Pork at an all time high (Source: Millward Brown, December 2007).
In recent years, radio advertising has worked exceptionally well to get specific Specially Selected Pork messages to a large target audience. Our 2005 campaign entitled ‘Make the most of your Roast’ encouraged consumers to roast Pork without foil to encourage tenderness and a better flavour to develop during the cooking process. Our efforts were rewarded when in 2005 QMS was awarded the prestigious Customer Insight Excellence Award for Specially Selected Pork at the Marketing Society Scotland award ceremony.
In 2006, we focused on the versatile aspects of Specially Selected Pork by using the ‘Pork Tuesday’ and ‘Pork Wednesday’ radio scripts to increase consumption levels during the week. To compliment this above-the-line activity, QMS undertook huge sampling tours at different times of the year – providing a valuable opportunity to demonstrate to consumers the versatility and flavour associated with Specially Selected Pork. As well as raising brand awareness, the tours are a magnificent way of driving sales in-store. In a twelve-month period, over 100,000 copies of our ‘Discover Pork’ recipe booklets have been distributed using this sampling format.
In 2007, we focused on key messages of health, versatility and family. Continuing to use radio advertising, we pushed our Specially Selected Pork messages to mainly urban radio listeners throughout Scotland. Both sampling and in-store brand ambassadors helped us push sales at a local level.
Our Specially Selected Pork campaigns have proved fruitful. At the time of our summer campaign in 2007, we witnessed an increase of almost 19% in the number of Scots who buy pork year on year (Source: TNS August 2007).
In 2008, QMS will use visual advertising to compliment the radio and in-store campaigns for Specially Selected Pork.
Listen to the Latest Pork Radio Campaign:
Specially Selected Pork Radio Advert 1
Specially Selected Pork Radio Advert 2
Specially Selected Pork Radio Advert 3
(when prompted "Save" the file to you computer before playing)
For more information, email Gordon Sloan.
»
View Advertising
|
|
|
|
 |
