High-tech Scotch Beef campaign targets hungry shoppers

A new Scotch Beef campaign featuring the latest technology and targeting hundreds of thousands of hungry shoppers has been launched by Quality Meat Scotland (QMS).

The £300,000 campaign in Scotland and London, will use both traditional and high-tech advertising routes to reach an audience of over two million consumers, influenced by an increasingly diverse range of marketing media.

As well as traditional, high-impact billboard advertising - appearing in locations such as George Square in Glasgow and Victoria Street in Aberdeen - QMS is also using modern technology to target a limited advertising spend most effectively.

Laurent Vernet, Head of Marketing at QMS, said: “We are using digital billboards on 20 sites throughout London for the evening rush hour. This enables us to focus our budget on hungry people travelling home who are thinking about meal decisions, rather than paying to have the advert displayed all day.

“We’re also continuing online advertising on key food related sites, following our successful trial of this in previous years. This allows us to target people who are interested in food and cooking, such as those looking for recipes on the BBC Good Food site, or for recipe books on Amazon.com

“In order to maximise the impact of our budget advertising is not enough we are also working to actively talk directly to relevant audiences and ensure they are aware of the quality of Scotch Beef.”

As well as display advertising, Scotch Beef will be seen in some of Britain’s most popular food magazines such as BBC Good Food, Good Housekeeping and the Observer Food Monthly.

Scotch Beef digital ads will also be taking to the rails, with a launch of an exclusive video-ad on the Transvision screen at Edinburgh Waverley Station to tempt commuters.

Laurent said: “Our promotional staff will also be hitting 135 Morrisions, Tesco and Asda stores throughout Scotland with our latest recipes and shoppers in Sainsbury’s in Scotland currently have the opportunity to win a meal for two in a Scotch Beef Club restaurant.

“Only by creating a diverse marketing mix can we be sure that we’re getting the best results out of every penny we invest in the brands.”

The new adverts, including the railway station video, can be found in the campaigns section of the QMS website.