Building on the success of last year’s Scotch Beef PGI campaign, Quality Meat Scotland (QMS) has this week launched its 2018 activity.
London, the Home Counties and the home of the brand, Scotland, will be the focus of the two-month campaign which aims to build awareness of and trust in Scotch Beef, reinforcing the message that it is the best beef money can buy.
This year, the campaign will feature various cuts of Scotch Beef and include a focus on roasting joints and a celebration of eating occasions and the ritual of sitting round the table with family, friends and a delicious roast dinner.
In the past year 157m fewer roast dinners* were cooked and almost half (48%) of UK adults who live with family or housemates do not sit down to a daily meal with them.
New YouGov research commissioned by QMS has revealed the decline in eating as a family. A staggering 64% of UK adults regularly watch the box while eating, one fifth (20%) browse the internet on their mobile, 19% use a tablet or computer, while 15% regularly text or email over dinner. Six percent even video call while they eat.
The new campaign aims to re-engage consumers and provide contemporary alternatives to traditional roast dinner serving suggestions. Its strapline – “There’s beef…… then there’s Scotch Beef” - showcases Scotch Beef and the flavour, provenance and integrity which underpin the brand’s PGI status.
Over 8.2 million consumers will be targeted across GB during March and April via press, digital, broadcast and billboard advertising, to inform, educate and inspire them to use Scotch Beef when they cook.
Digital screens located within high footfall commuter areas of London will carry messaging on the quality of Scotch Beef PGI, while traditional and digital ad space outside retailers will target shoppers during the final stages of their purchase journey.
A radio campaign on Classic FM will cut through to the national ABC1 audience, making the brand stand out to loyal listeners as it co-brands the station’s ‘best of’ features.
Innovative recipes will be showcased in titles such as Good Housekeeping and Country Living, to celebrate the quality and creativity of the modern roast. This branded activity will inspire households in the lead up to the ultimate showcase – Easter Sunday.
Commenting on the campaign launch, Suzie Carlaw, Marketing Controller at Quality Meat Scotland said: “We have worked incredibly hard over the last few years to build the Scotch Beef brand and every single person involved in the process, from farm to fork, should be proud of its success to date.
“The dedication of the industry is second-to-none and we have worked together to create a world-class brand which delivers on its commitment to quality and taste. This new campaign will continue to build on Scotch Beef’s reputation as the best possible beef from Scotland, increasing awareness and sales.”
* Kantar Worldpanel 52 w/e 26 March 2017
All other figures are from YouGov Plc. Total sample size was 2145 adults. Fieldwork was undertaken between 23rd - 26th February 2018. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).