Over 2.2 million Scottish consumers are hearing what makes Scotch Beef PGI a cut above the rest in a new radio campaign launched this month by Quality Meat Scotland (QMS).
Four adverts aimed at enticing consumers to buy Scotch Beef as a mid-week treat and for special occasions such as Easter, are running on commercial radio stations across Scotland during March.
In addition to the radio adverts, 1 million adults in Scotland are set to see the “Get Behind The Label” creatives in key newspapers across Scotland this month. These adverts feature farmers from across Scotland and aim to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef brand.
This marketing activity complements the main 13 week Scotch Beef campaign “There’s beef, there’s Scottish beef, then there’s Scotch Beef” which kicked off in February and is targeting 10 million consumers across Great Britain, aiming to inform, educate and inspire them to use Scotch Beef when they cook.
Clearly differentiating Scotch Beef and showcasing the flavour, provenance, traceability and integrity which underpin the brand’s PGI (Protected Geographical Indication) status is a key objective of the 2016 campaign, and the marketing push includes billboard and press advertising as well as on-line activity.
Three hundred independent butchers, who are members of the Scotch Butchers Club, also received promotional packs with steak sauce recipe cards and resources to help them boost their sales of Scotch Beef steaks during the campaign.
Suzie Carlaw, QMS Marketing Controller, said that initial feedback indicates that the campaign is being very well received.
“The target market for this campaign is professionals, food enthusiasts and busy families and the message is cooking with Scotch Beef can be really simple - it’s perfect for mid-week meals as well as occasions,” said Miss Carlaw.
“When shoppers are in their butchers shop or supermarket aisles, we want to encourage them to look for the Scotch Beef PGI logo which guarantees quality in every bite as well as world-leading levels of traceability, assurance and welfare standards.”