Quality Meat Scotland (QMS) is set to reach 80% of all adults in Scotland in the autumn burst of its flagship Make it Scotch campaign, ‘When You Know, You Know’, when it launches on 1st September.
As families settle back into their routine after the summer holidays, evenings draw in and the change in the clocks approaches, the autumn campaign will position Scotch red meat as a trusted, versatile choice for seasonal meals while highlighting the care, high standards and expertise behind Scotland’s flagship red meat brands.
The creative for the campaign centres on the idea that “The Standard is Set Here” where the Scotch difference isn’t just explained, it’s revealed. Through moments that showcase livestock, environment and craft, the campaign will draw attention to the details that demonstrate where quality begins and why the Scotch brands continue to set the standard.
The campaign will run across a broad mix of media channels, combining high-impact broadcast, digital and press activity to build awareness and engagement throughout the autumn period. A new 30-second advert will appear across STV Player and Sky Regional, while the ‘day in the life of a cattle and sheep farmer’ creative that features the Struthers family will return to screens during STV’s Sustainable Scotland Week from 29th September to 5th October, featured within a week of curated programming that highlights climate-conscious brands.
The campaign stories will be further brought to life through a media partnership featuring farmer Jenny McKerr and butcher Stuart Mackie, alongside recipe inspiration across the Daily Record and Sunday Mail in online, print, recipe takeover and column formats. The campaign will also be supported by a new 30-second radio advert across the Hits Radio Scotland network and STV radio, as well as Meta, YouTube and targeted digital advertising.
A Farm to Fork influencer and media event will provide an opportunity to connect media and content creators directly with the people and places behind Scotch red meat. The event will also include the opportunity for content creators to engage with QMS’ experts in Quality Assurance, helping to further enhance understanding of the standards, traceability and care that have underpinned the Scotch brands for over 35 years.
Emma Heath, Director of Marketing at QMS, said: “Autumn is a key seasonal moment for Scotch Beef, Scotch Lamb and Prime Scottish Pork as people start to look back to ‘comfort food’, and this campaign gives us a powerful opportunity to remind consumers of the care, craft, provenance and quality assurance behind our brands.
“For the last 2 years, the ‘When You Know, You Know’ campaign has continued to evolve, with the central idea to tell the story behind our renowned blue labels and explain the Scotch difference through the details that matter – from the livestock and the environment to the skill of farmers, processors and butchers across the whole supply chain. By bringing these stories to life across broadcast, press, radio, digital and in-person activity, we are reinforcing why Scotland’s red meat brands are trusted by consumers, valued by the industry and a huge contributor to Scotland’s economy.”
The autumn campaign forms part of QMS’s ongoing Make it Scotch activity, which supports the Scottish red meat industry by promoting Scotch Beef UK GI, Scotch Lamb UK GI and Prime Scottish Pork as brands that are quality assured, locally sourced and farmed with care.
Find out more by visiting the Make it Scotch website, makeitscotch.com