22nd March 2024

QMS new campaign proves that meat and two veg is anything but bland.

Emma Heath, Marketing Director at Quality Meat Scotland.

This month, Quality Meat Scotland (QMS) is bringing inspiration into kitchens across Scotland with our new 'Meat & 2.0' campaign. Scotch Beef, Scotch Lamb, and Specially Selected Pork are taking centre stage on outdoor billboards, digital and press ads, social media content and in features within The Times Scotland and The Scottish Sun online. Our campaign will shine a spotlight on the remarkable nutritional benefits of our brands through innovative recipes that revitalise the traditional "meat and two veg" concept.

The latest Kantar research points to a key group of 45-65 year old consumers in Scotland who have historically enjoyed red meat but have started cutting back on consumption. Our latest campaign aims to empower these shoppers to embrace Scotch Beef, Scotch Lamb, and Specially Selected Pork as part of a balanced diet and encourage them to re-evaluate their meal repertoires with some simple, new and exciting ways to cook with ‘meat and two’.

The campaign centrepiece is a four-page wrap in The Times’ Alba supplement. This special feature celebrates why you can count on Scotch meat to be a cut above and includes interviews with Lanarkshire-based farmer James Hamilton, Pete Mitchell of Puddledub, and QMS Chief Executive Sarah Millar.

With so many great facts and stories to be told from people across the whole industry who work tirelessly to create quality Scotch meat, we have plenty of wonderful content at our fingertips to inspire and educate members of the public. This means shoppers can buy quality assured Scotch Beef, Scotch Lamb and Specially Selected Pork with confidence knowing that it has been produced in Scotland to the highest possible standards.

We're also rolling out digital ads aimed at food enthusiasts which will include platforms such as Facebook and YouTube, and we have secured just under 100 billboard sites across the country to advertise our bold and impactful creative messaging featuring mouthwatering recipes people can create at home. Overall, our campaign will reach 69% of adults in Scotland.

The campaign features a series of six brand new recipes which are simple, nutritious and delicious that include Scotch Beef sirloin steak with baked broccoli and sweet potatoes, and Asian-style Specially Selected Pork chops with minted pea & radish salad. Embrace a fresh take on lamb this Easter, with the Curried Scotch Lamb filo pie with spinach & potato. This is a favourite among the QMS marketing team and is sure to ignite taste buds!

‘Meat & 2.0’ shows that overdone meat and soggy vegetables are a thing of the past and in need of a re-boot. The latest instalment of our exciting 2024 programme of marketing activity that supports our new five year plan is part of our continued efforts to make sure red meat is seen as versatile and accessible to everyone, and where people have a choice, ensure they choose Scotch Beef, Scotch Lamb and Specially Selected Pork because of its superior taste and quality, and because they understand the benefits of it.

Follow @makeitscotch and visit makeitscotch.com for plenty of Meat & 2.0 inspiration.

For further details on our efforts to promote Scotch Beef, Scotch Lamb, and Specially Selected Pork, explore www.makeitscotch.com. You can also sign up for our newsletter or follow us on Facebook, Instagram, and TikTok.

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