13th April 2022

Lights, Camera, Action: QMS searches for The Scotch Farm Factor

In line with changing consumer trends and building upon recent and highly successful digital marketing campaigns, Quality Meat Scotland (QMS)’s ‘Farm Kid Diaries’ are set to return for a third season after an exciting new makeover.

Relaunched as ‘The Scotch Farm Factor,’ farming teenagers from across Scotland are being sought in a national competition to illustrate how they #FarmWithCred, with one lucky winner in with the chance of becoming the star of their own social media series with QMS. Entrants are being asked to present a behind the scenes account of their lives on farm, telling the authentic story of everything from calving and cropping, to lambing and planting, via short and snappy videos, filmed by themselves, and shared on social media.

The competition comes at a time when farming content has become extremely popular on channels such as TikTok, with hashtags like #FarmLife and #FarmersOfTikTok pulling in billions of views, as farmers from around the world document their day-to-day lives and often poke fun at mistruths about farming.

Lesley Cameron, Marketing and Communications Director at QMS said: “With this new series, we are hoping to attract a slightly older demographic than of previous years, with the focus shifting from primary school children to teenagers to align with both our marketing objectives and the cultural phenomenon of Tik Tok.

“This social media platform has taken the world by storm, with the short video style migrating to Instagram which now has its own version – Reels. We want to harness its power by encouraging teenage farmers to film and share how they Farm With Cred for the chance to win a prize, which includes the ultimate social media kit bag and a restaurant voucher to enjoy with friends and family.”

Kate Rowell, Chair of QMS added: “The Farm Kid Diaries of previous years have done a fantastic job of connecting rural children with their urban counterparts, by highlighting positive farming stories through the eyes of our youth.

“We want to continue improving the general public’s relationship with the food that they eat, by shining a light on the people behind the high-welfare standards, sustainability credentials and provenance of farming and red meat production in Scotland.”

To be in with the chance of winning The Scotch Farm Factor 2022, video submissions must be made before May 1st, with entries coming from the parent or guardian’s preferred social media account on behalf of the teenage farmer. The winner will be unveiled at the Royal Highland Show after being selected by a panel of judges, and they will have the chance to continue their content creation journey by working with QMS throughout the rest of the year to showcase different aspects of farm and industry life.

To keep up to date with the competition, discover the contents of the social media kit bag prize, and view highlights of life on farm, follow @QualityMeatScotland on Facebook or @qmscotland on Twitter and Instagram, along with the #ScotchFarmFactor hashtag.

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