Quality Meat Scotland ‘Make It’ a Scotch Christmas like no other

Hacks for showstopping cooking with Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork will be at the heart of Quality Meat Scotland (QMS)’s 2021 Christmas campaign which is set to reach over 75% of the UK population through TV, digital and billboard advertising.

Primarily targeting flexitarians and conscious meat eaters who are likely to relax the rules at Christmas, the strong imagery and digital collaborations with social influencers will showcase reliability, quality and peace of mind for festive eating.

To boost confidence in hosting again after a year off, the Christmas With Cred campaign will focus on seven ‘hacks’ showing how to cook seven impressive dishes with ease and get ‘cred’ for it.

Lesley Cameron, QMS Director of Marketing and Communications, said:

“Consumer confidence is high that we will have a Christmas without compromise in 2021 and our campaign captures the essence of wanting to go big with showstopping meals for Christmas Day and the days that follow to ensure our brands take pride of place across the seven days of Christmas.

Interaction with QMS’ social media channels shows that followers of the brand have a strong interest in the outdoors and cooking with oriental and spicy flavours. Seven new recipes with Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, will be created in the QMS kitchen, one with passionate Malaysian cook, TV and radio presenter and social influencer, Julie Linn.

Another will focus on ‘food on the go’, with serving suggestions and how to safely pack leftovers for winter walks, cycles and outdoor expeditions.

Jess Tedds of Just Jess Food, who will be sharing her secrets on making cooking Christmas dinner easy, said:

“It’s a privilege to work with QMS on this campaign to celebrate and promote the fantastic red meat we have here in Scotland and all that the brands represent in terms of quality, high welfare and sustainability. I am looking forward to having lots of fun in the kitchen and inspiring consumers to buy it for those special festive meals.”

QMS is also collaborating with Dollar-based Trodden Black, who make ‘deadly’ preserves to complement meat leftovers; and Secret Takeaways, which supports lesser known and local restaurants, and Scotch Butchers Club restaurants to promote takeaway meals made with Scotch Beef and Scotch Lamb and Specially Selected Pork.

The campaign will start from 15th November and will reach more than three-quarters of UK adults through TV and digital advertising, lifestyle features, social influencer engagement, social media including TikTok, and billboards in near proximity to Tesco, Aldi and Lidl.

Festive recipes, videos and hacks are available on the scotchkitchen.com/christmas or Scotch Kitchen on Instagram, Facebook or Twitter.