Scotch Beef and Scotch Lamb Promoted to 1.4 Million Scots This Easter

With Easter set to be very different from usual for many families in Scotland, Quality Meat Scotland (QMS) has partnered with the Daily Record and Sunday Mail to help readers experience “Easter with a Difference” by providing recipe inspiration for its top-quality Scotch Beef PGI and Scotch Lamb PGI brands.

The series of articles, which launched today (Wednesday 8 April), will reach 1.4 million adults in Scotland and will focus on home cooking tips and getting people to make the most of what they have at home, looking at different cuts of meat and offering delicious and easy recipes for Easter Sunday dinner.

Readers are encouraged to defrost the joint of meat that’s been in the freezer – or order a delivery from their local Scotch Butcher Club butcher – and get the kids involved in the fun of cooking, as the comfort of a healthy balanced homemade meal continues to offer an increasing sense of security during an otherwise uncertain time.

The campaign will be supported by targeted social media activity, encouraging people to vote for what they’ll be cooking – between beef and lamb – with the winning recipe shared alongside ideas for using up leftover food, all while promoting keeping virtually connected with friends and family this Easter Sunday using video calls and social media.

Scotch Beef PGI and Scotch Lamb PGI are produced to the highest of welfare standards and reared from trusted Scottish farms which adhere to high production methods, so consumers can enjoy high quality produce from the comfort of their own home this Easter.

Lesley Cameron, Director of Marketing and Communications at Quality Meat Scotland, said: “One thing the past few weeks has taught us is that the kitchen really is the heart of our home.

“With children learning to cook and families coming together more at mealtimes during lockdown, we want to say thanks to the simple joy of an Easter Sunday roast or a tasty steak and red wine by giving consumers easy ways to enjoy our world class products.

“We would also encourage people to support their local Scotch Butcher Club butcher by ordering meat if they don’t already have it at home, as many are offering deliveries during this time.”

In the coming weeks, there will be plenty of fun and easy recipe ideas available on The Scotch Kitchen website and social media channels, including a series of social media videos featuring well-known Scotch chefs and influencers.

Materials will also be made available for parents and teachers to share with children and help them learn basic cooking skills through easy to follow, nutritious recipes.

For more inspiration, visit www.scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.