5th July 2019


The professionalism of Quality Meat Scotland’s marketing and communications work has been recognised with two leading communications awards at the recent PRCA DARE Awards.

QMS’s Marketing and Communications team lifted the In-House Team of the Year at the awards, reflecting the team’s huge commitment to communicating the Scottish red meat industry’s positive messages and promoting the industry’s brands – Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.

The impact and success of the “Scotch Lamb, Naturally” campaign, which was launched last autumn, was also recognised with the top Consumer Relations award. The campaign aimed to inspire and encourage consumers to eat more Scotch Lamb PGI. The result was a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer across the 12-week campaign, according to Kantar Worldpanel.

The PRCA DARE Awards seek to recognise the work of the very best PR and communications professionals across the UK, rewarding impeccable talent, creativity and innovation.

This year’s ceremony was held at the Kimpton Hotel in Edinburgh, where professionals across the industry came together to celebrate the very best campaigns from over the past year. 

Carol McLaren, Director of Marketing and Communications at Quality Meat Scotland, said QMS was delighted to have received the awards.

“The past 12 months have been both exciting and challenging for the marketing and communications team and we continue to seek out every opportunity to communicate the industry’s positive messages and ensure media coverage is fair and accurate.

“The past year has also been hugely rewarding with the launch of three new marketing and PR campaigns for our brands – ‘Scotch Lamb, Naturally’, ‘Go Places With Pork’ and ‘Know Your Beef.’

“A huge part of any success in what we do comes down to collaborating with others in the industry and it has been fantastic to see people, working in every part of the red meat chain, really get behind our campaigns. Our thanks go to everyone who supports the work we do as this makes a huge difference.

“Our thanks also go to the agencies who have supported us with the development of the new campaigns, including Weber Shandwick, Carat and Sunshine. We are looking forward to the launch of our new ‘Meat With Integrity’ campaign in the coming weeks, which will focus sharply on the positive environmental and animal welfare story our industry has to tell.”

To find out more about this year’s PRCA DARE Awards, go to:  www.prcadareawards.com

For more information on the Scotch Lamb, Scotch Beef and Specially Selected Pork brands including recipes, videos and tips, visit www.scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.

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