Meaty Infomercials Launch on STV

Four short infomercials featuring ‘Make It’ style recipe inspiration and kitchen tips and hacks are launching on STV this week.  Two of these will be focused on Scotch Beef, a third on Scotch Lamb and the final on Specially Selected Pork.

The infomercials are part of the QMS STV channel sponsorship and will run up to 19 July.  Overall, the advertising will reach 84% of adults in Scotland.

The STV series of infomercials follows the ‘Make it’ campaign activity launched in March this year which has been running across billboard advertising, radio and audio streaming platforms, along with extensive social media support through activity on YouTube, Facebook and Instagram.

Lesley Cameron, Director of Marketing and Communications with QMS said: “During the current pandemic we need to ensure that high levels of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork consumer brand awareness is maintained.

“This STV campaign creates awareness and this, coupled with our strong retailer engagement, will work towards local ranging and listings being in place with key supermarkets when restrictions are lifted.”

The infomercials will run alongside the recently announced major £1.2 million national consumer campaign encouraging consumers to “Make It” with beef.

Running for 12 weeks from mid-May with TV, video on demand, radio and social media, it aims to inspire consumers to create restaurant-style meals in the comfort of their own home, using a variety of hindquarter cuts.

The campaign will be supported with ‘how to’ videos and cooking tips, and influencer-driven content. It builds on a social media push launched earlier in April by the three levy boards.

It aims to reach 85 per cent of UK households and deliver a three-to-one return on investment, well above the industry average.

The move is a joint response to carcase balance challenges faced by the beef supply chain in the wake of Covid-19, which has seen a surge in demand for beef mince in supermarkets. Meanwhile some more expensive cuts, more commonly favoured in restaurants, have seen demand plummet as the lockdown has taken hold.