Make festive feasting great with Scotch Beef, Scotch Lamb & Specially Selected Pork – QMS’ Christmas campaign set to reach nearly 80% of people in Scotland

Quality Meat Scotland (QMS) has announced the return of its 'When You Know, You Know' consumer marketing campaign, launching on 14 November with a festive twist. The campaign, which is set to reach nearly 80% of adults in Scotland through a TV ad and channel sponsorship, will showcase Scotch Beef, Scotch Lamb, and Specially Selected Pork across STV, Border TV, and the STV Player, encouraging consumers to choose the quality assured brands throughout the whole of the festive season, not just for Christmas Day.

Building on the success of the September launch of ‘When You Know, You Know’, the festive campaign will inspire consumers to create epic roasts and party food delights while highlighting the unique whole-of-life, whole-of-supply-chain quality assurance behind QMS’ premium brands.

As part of the festive push, QMS is proud to sponsor prime-time programming on STV, reinforcing Scotch Beef, Scotch Lamb, and Specially Selected Pork as trusted choices for the holiday season. A 30-second TV advert will run from 1 December to 26 December across STV, Border TV, and the STV Player, positioning the Scotch brands as must-haves for Christmas feasts.

Complementing the TV campaign, QMS will continue to engage consumers through ads on Facebook, Instagram, and YouTube, supported by regular posts across its Make It Scotch social accounts. In addition, partnerships with The Sunday Times and Scottish Sun in print and online will feature festive recipes and cooking tips, with insights from Steven Nicol of Kenny Thomsen Butchers in Buckie, farmers Lucy and Robert Wilson of Cowbog Farms.

Emma Heath, Director of Marketing at QMS, said: “We’ve been delighted by the response to our new campaign that launched in September, and I’m delighted that we are bringing it back for the festive season. With its multi-channel approach, this Christmas campaign is set to reach almost 80% of adults in Scotland on prime TV and across digital platforms.

“Typically, those who celebrate with friends and family over the festive season go the extra mile to find the best quality food they can afford. So, we’re reminding everyone of the unmatched quality and taste that comes with Scotch Beef, Scotch Lamb, and Specially Selected Pork. Whether it’s a show stopping roast or a warming winter pie, there is a cut to suit all tastes and budgets. Your local butcher is a really good place to start if you need advice or are looking to try something new.

“Makeitscotch.com is a great source of inspiration regardless of your skill level in the kitchen! I’d recommended trying out one of our featured recipes - indulge in Air Fryer Pork Belly Hoisin Bites, savour a Mustard, Horseradish, and Thyme Crusted Roast Scotch Beef Sirloin Joint, or warm up with our Festive Scotch Beef and Chocolate Chilli Con Carne which is perfect for the time in between Christmas and Hogmanay.”

For more festive food ideas and recipes and to download a free copy of the Scotch Butchers Club Festive Guide, visit makeitscotch.com.