Quality Meat Scotland’s (QMS) consumer-facing campaign returns from 8th June with a major summer push across TV, outdoor, digital audio, social media plus online advertising, encouraging shoppers to choose Scotch Beef, Scotch Lamb and the newly rebranded Prime Scottish Pork, helping drive footfall and sales for retailers and butchers across Scotland.
Launching on 8th June and running until 2nd August, the latest phase of the ‘When You Know, You Know’ (WYKYK) campaign hopes to reach 72% of all adults in Scotland with a bold summer message that puts the quality assured Scotch brands at the top of the league.
The rallying call is strong – “An epic summer awaits, and the ‘steaks’ have never been higher! Scotland’s on the global stage. Time to set the standard, fly the flag for the flagship brands of the Scottish red meat industry and make a stand for quality – it’s time to Make it Scotch and Raise the Game”. The campaign celebrates the care, skill and pride behind Scotch Beef, Scotch Lamb and Prime Scottish Pork and the story behind the renowned blue labels.
As in previous waves of the WYKYK campaign, the ads shine a light on some of the real people behind the brands, from cattle and sheep farmer Bruce Duncan and the wider Duncan family who showcase their livestock, to Edinburgh butcher Adam Gallacher of Saunderson’s in Bruntsfield presenting some of the finest cuts. The ads also depict home cooks who show why quality assured Scotch meat can raise the game this Summer. Together, they help bring the Scotch story to life in a way that feels authentic, relatable and inspiring for shoppers.
The campaign will roll out through STV channel sponsorship, STV Player and SKY Regional TV advertising, high-impact outdoor billboards, digital audio, podcasts, Facebook, Instagram, YouTube and highly targeted online advertising. Outdoor activity will appear close to retailers stocking the brands, with high-profile train station advertising on the large screens at Edinburgh Waverley in June and Glasgow Queen Street in late July, timed to capture high summer footfall.
Alongside the main campaign, QMS has also developed a dedicated butcher’s version with bespoke messaging to support members of the Scotch Butchers Club across the whole of Scotland, helping independent butchers connect the national campaign directly to the in-store experience and reinforce the value of choosing quality assured Scotch produce. Station-endorsed radio features share butchers’ stories, expertise and passion for locally sourced Scotch Beef, Scotch Lamb and Prime Scottish Pork, while digital and social advertising will connect shoppers with butchers in their local area. Supported by advertising in trusted Scottish newspaper titles and BBQ recipe cards given away in participating shops, the Butcher’s phase of the WYKYK Summer campaign is expected to reach over 2 million people across Scotland throughout the summer.
Emma Heath, Director of Marketing at Quality Meat Scotland, said: “This summer, we want to make it easier than ever for people to find the Scotch brands and understand what’s behind those renowned blue labels. Our ‘When You Know, You Know’ campaign continues to educate and inspire shoppers on why Scotch Beef, Scotch Lamb and Prime Scottish Pork stand apart, whether that is the unwavering quality assurance and high standards, the local Scottish provenance, the skill of the people involved in the supply chain or simply the confidence and reassurance that consumers get from choosing quality. There are no bigger advocates for the brands than real farmers and butchers who passionately stand behind our brands every single day who can help us bring our message to life in a way that feels authentic, warm, accessible and relevant for today’s shopper.”