QMS Scotch Beef London Campaign Lifts Marketing Society Awards

A London campaign to drive awareness of Scotch Beef which was developed by Quality Meat Scotland lifted two awards at last night’s Marketing Society Awards in Glasgow.

The campaign, which was part of a £600,000 Scotch Beef campaign targeting Scotland and London, included a very successful strategic move away from underground advertising in the capital city.

Instead over 400 roadside 48 sheet “Great Quality of Taste” posters featuring the latest Glen creative were located at key rush-hour hotspots.

The campaign, which was delivered by Edinburgh-based advertising agency, The Union, resulted in consumer awareness of the iconic Scotch Beef brand soaring. The results of an IGD survey at the end of 2010 revealed 40% of Londoners are aware of the Scotch Beef brand, making it the red meat brand with the strongest consumer awareness in the capital.

The QMS campaign lifted silver in the hotly contested food and drink category of the awards, just behind Irn Bru’s 2010 World Cup campaign and a bronze in the advertising and media section.

Laurent Vernet, Head of Marketing with Quality Meat Scotland, said he was delighted with the campaign’s success.

 “It is great news for the Scottish red meat industry that, on the 20th anniversary of the assurance schemes which underpin the brands and the excellent quality and welfare behind them, this strategic promotional push generated such great results which have been recognised with this week’s award,” said Mr Vernet.