Quality Meat Scotland launches six-week STV festive campaign celebrating the joy of new traditions

Quality Meat Scotland (QMS) has announced the latest phase of its When You Know, You Know consumer marketing campaign – with this year’s festive theme shining a light on the joy of starting new traditions. Launching on 10 November, the six-week campaign will showcase Scotch Beef, Scotch Lamb and Specially Selected Pork across TV, digital, and press, reaching an estimated 79% of adults in Scotland.

Building on the continued success of the When You Know, You Know platform, we are inspiring consumers to go all in this Christmas – making their festive feasting great with the meat that sets the standard no matter what your budget. From epic Christmas Day roasts and creative canapés to comforting dishes to cosy up with, the activity encourages everyone to celebrate with quality red meat, new tastes, and a little twist on the classics.

As part of the festive push, QMS will sponsor prime-time programming on STV from 10 November for six weeks, reinforcing the Scotch brands as trusted staples for the season. The Christmas edition of the When You Know, You Know TV advert that first aired last year returns from 1 December across STV and Sky Regional channels, reminding consumers that the quality of locally sourced Scotch Beef, Scotch Lamb, and Specially Selected Pork makes all the difference for Christmas celebrations.

The campaign will also feature across The Sunday Times, The Times Online, and Scottish Sun Online, offering festive recipe ideas, hints and tips from brand advocate Margi Rosam (@MargiEatsEdinburgh) and her social media channels, and inspiration for creating showstopping dishes at home. Complementing this, digital advertising across Facebook, Instagram and YouTube will run from 10 November, driving awareness and engagement throughout the festive season.

To bring the joy of cooking with Scotch brands to life, QMS will spotlight delicious festive recipes such as Mustard, Thyme and Horseradish Crusted Roast Sirloin of Scotch Beef and Air Fryer Scotch Lamb Bonbons – perfect for those looking to try something new this Christmas.

Emma Heath, Director of Marketing at Quality Meat Scotland, said: "Christmas will be here before we know it and we want to inspire people to start planning their festive feasts ahead of time. As always, we’re putting Scotch Beef, Scotch Lamb and Specially Selected Pork centre stage and celebrating the joy of starting new traditions – whether it’s a new dish, a fresh flavour, or a twist on the classics or family favourites. We’ll encourage consumers to go all in and make Christmas feasting great with the meat that sets the standard. For inspiration, check out the Make it Scotch website as there’s plenty on there to whet your appetite!"

For more festive food inspiration and to explore Scotch Beef, Scotch Lamb, and Specially Selected Pork recipes, visit makeitscotch.com and follow @makeitscotch on Facebook, Instagram and TikTok.