21st July 2010

Farmers to star in new advertising campaign

The search is on for 100 Scottish cattle, sheep and pig farmers to take part in a brand new advertising campaign for Scotch Beef, Scotch Lamb and Specially Selected Pork.

Farmers and members of their families who work on cattle, sheep or pig farms, as well as employees, are being urged to volunteer to be part of the new Quality Meat Scotland campaign.

Groups of farmers who take part in the campaign will appear on giant posters and billboards located in busy sites in Scottish cities. However, the details of the campaign, involving all three brands, are being kept well under wraps ahead of its official launch in September.

“We’re looking for members of farming families who would be willing to take part in a photoshoot during the first week of August – hopefully before harvesting gets underway in earnest.

“The main criteria we are looking for in applicants is pride and passion for the role they play in producing some of the very best beef, lamb and pork in the world.

“Applicants must be members of the Quality Meat Scotland Assurance Scheme but they certainly don’t have to look like George Clooney or Julia Roberts!” said Laurent Vernet, Head of Marketing, Quality Meat Scotland.

“Unlike the case in the modelling world there should be no need for wardrobe and make-up – we simply ask farmers to come dressed in their usual work clothes and bring a little patience as the photoshoot may take an hour or two!” he added.

QMS is very keen to have representation from farmers from a range of farm types and locations throughout Scotland. It is hoped that farming folk of all ages and locations will volunteer to be the faces to communicate to consumers the hard work and commitment which goes into the products bearing the Scotch Beef, Scotch Lamb and Specially Selected Pork labels.

“The campaign will be officially launched in September and until then we will be keeping the details secret. As well as introducing the people ‘behind the labels’ to consumers the campaign also aims to communicate the guarantees of quality and origin provided by the logos.

“Research shows that the individual brands of ‘Scotch Beef’, ‘Scotch Lamb’ and ‘Specially Selected Pork’ have good levels of awareness, but there is less understanding of what makes the meat produced under the quality assurance scheme different from other meats on sale claiming ‘Scottish’ provenance,” added Mr Vernet.

Farmers will be asked to take part in one of two photoshoots set to take place during the week commencing August 2.

To apply please contact QMS with your name, address, contact details and farm type by email: info@qmscotland.co.uk or by calling 0131 472 4040. While it is not possible to pay farmers to take part in the campaign, everyone who applies will receive a free Scotch Beef beanie hat and refreshments will be provided at the photoshoot.

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