Festive campaign champions Scotch Beef, Scotch Lamb and Prime Scottish Pork
Quality Meat Scotland (QMS) is putting Scotch Beef, Scotch Lamb and Prime Scottish Pork at the heart of Christmas with its latest festive campaign.
Running from 9 November to 31 December, ‘Set the standard this Christmas’ combines television, print and digital advertising with recipes and expert tips to inspire festive purchases, from party food and showstopping roasts to making the most of leftovers.
The campaign, which is expected to reach around 80% of all adults across Scotland, brings together national brand promotion and targeted support for Scotch Butchers Club members, encouraging shoppers to choose quality-assured Scotch red meat and visit their local butcher.
The latest ‘When You Know, You Know’ activity builds on autumn’s ‘The standard is set here’ campaign with a food-first message: Scotch sets the festive benchmark, because some occasions – including some of the most anticipated meals of the year – deserve the best.
Emma Heath, QMS Director of Marketing, said: “Christmas is a chance to make Scotch Beef, Scotch Lamb and Prime Scottish Pork the first choice for the meals that matter. We’re giving shoppers the inspiration to put quality-assured Scottish red meat at the centre of their celebrations, as the versatility of our brands at this time of year is endless.
“This means a coordinated festive push that keeps our brands visible and connects national advertising with local butchers. From Christmas pre-orders to repeat visits in the New Year, we’re supporting our Scotch Butchers Club members with practical tools to complement the campaign and direct shoppers to makeitscotch.com to find their local butcher.”
STV channel sponsorship runs from 9 November to 20 December, with a 10-second advert planned around peak festive programming. A 30-second advert launches on 1 December and will show until Christmas Eve across STV, STV Player and Sky Regional.
The campaign will also include a four-page bound-in recipe insert in The Sunday Times Magazine on 6 December, featuring mouthwatering recipes including Roast Scotch Lamb with Orange, Cranberry, Rosemary and Chestnut Stuffing, and Ginger Beer Baked Ham with Spiced Marmalade Glaze.
Further activity will see articles in The Times and The Scottish Sun online with recipes and tips from butcher Cameron Telfer of McDowall Butchers and chef Billy Hamilton of The Buccleuch Arms. The campaign will be reinforced by targeted digital and social advertising ensuring Scotch Beef, Scotch Lamb and Prime Scottish Pork are front of mind for festive entertaining and winter comfort food this year.
With the festive campaign burst ending on 31st December, the next instalment of the ‘When You Know, You Know’ campaign will return mid-January with a focus on health and wellbeing.