As we head into December, the Christmas countdown is well and truly on. But with rising prices across the board, planning may not be as merry and bright for some. With this in mind, Quality Meat Scotland (QMS)’s new festive consumer campaign focuses on the importance of coming together and celebrating the season without the need to compromise.
Launched on Monday 14th November, the campaign is showcasing how Scotch Beef, Scotch Lamb and Specially Selected Pork have a place at the dinner table not only on Christmas Day but during the seven days that follow right up until New Year’s Day. The campaign features inspiring recipes with lifestyle connections and a focus on utilising leftovers, allowing Scots to dish up a tasty ‘7 Days of Chrimbo Cred’.
But as much as we all like to indulge during the Christmas period, many will be looking for ways to trim their budget this year. To understand changing attitudes – and discover what elements of the festivities actually matter to consumers – Quality Meat Scotland has undertaken research with Censuswide that highlights whether people would prefer to cut down on gifts over Christmas food.
Supported by videos from locals in Edinburgh and Glasgow discussing their festive must-haves, the survey found that 57% said they would cut back on the amount they spend on presents and cited Christmas dinner as their favourite festive eating occasion.
While consumers are looking to make savings where and when they can, Christmas dinner is definitely not off the table this year. To help people get the most out of their meat, Quality Scotland has appointed ‘Three Wise Butchers’ to help guide Scots as they plan their Christmas spread. Louise Forsyth from WTS Forsyth Butcher in Peebles, Gavin Colquhoun of Kinnaird Butcher Shop and Deli in Larbert, and Laura Black from Hugh Black & Sons in West Lothian will share their hints and tips on the Make It Scotch social channel on the alternative meats to traditional turkey, which cuts to buy and how to make Scotch go further.
Social media goers will also be able to reap inspiration from ‘Friendsmas’ activity on Instagram and TikTok, which sees foodie influencers Just Jess, Rebecca Cooks and The Glasgow Diet come together to create a ‘bring-a-board’ style feast with all the trimmings. From festive spiced Specially Selected Pork Chow Mein to Scotch Beef Wellington Bites, their easy to prepare, budget-friendly recipes will help to get viewers’ creative juices flowing.
In addition to festive social media adverts and video content, viewers will be able to see the campaign being promoted across STV and Borders TV this winter – they may have even spotted it during the break of I’m a Celebrity...Get Me Out of Here!
Wrapping all this activity together, the campaign is set to reach 82% of all adults in Scotland – reminding them to keep Scotch on the menu this Christmas.
Find out more about QMS’ 2022 Christmas activity by following QMS on social and visiting makeitscotch.com