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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.
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 were 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. 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). To view our 'How to cook' booklet, please click here.
In 2008, we continued to work alongside radio stations to reach a wide range of consumers. Newspaper advertising was also used to compliment the radio and in-store campaigns.
We are also keeping Specially Selected Pork front of mind outwith our campaigns by using an e-newsletter facility to further educate Scottish consumers on the benefits of the product at key times of the year.
For additional information, or to sign up to our e-newsletter, please visit www.speciallyselectedpork.com.
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