A campaign celebrating Scotland’s heroes of the red meat industry has been shortlisted for one of Scotland’s most prestigious marketing awards.
Led by Quality Meat Scotland, ‘Know Your Beef’, which showcased Scotch Beef PGI, has been recognised in the Marketing Society Star Awards Food category, which celebrates marketing effectiveness from food and drink organisations.
A key focus of the campaign was communicating what goes on behind the scenes in creating one of Scotland’s most celebrated ingredients, from the farmers and processors to auctioneers and butchers, providing consumers with more information on where their meat comes from and what makes it the highest quality.
The awards, which take place on 22 October at Edinburgh’s Corn Exchange, will see QMS go head-to-head against fellow industry heavyweights Lidl, Podberry, Borders Biscuits, Seafish and Oxo in the category.
Lesley Cameron, Quality Meat Scotland’s Director of Marketing and Communications, said: “It’s a huge honour for ‘Know Your Beef’ to be recognised by the Marketing Society, with the campaign’s fantastic results testament to the value of a strategic partnership carefully considered to deliver key messages.
“Scotch Beef PGI is a hugely recognised and celebrated product, with the campaign going one step further to shine a light on some of the industry’s heroes working tirelessly behind the scenes to create a top quality, globally renowned ingredient.
“A huge congratulations to the entire team and wider industry involved in making the campaign the success it was, and we look forward to hearing the results in October!”
The awards celebrate both innovation and drive, with the judging panel selecting ‘Know Your Beef’ due to a media partnership with DC Thomson, reaching an audience of 442,000 across Scotland through a series of articles, recipes, interviews with butchers and farmer profiles.
A diverse mix of titles were selected and content carefully matched with audience interests, including No1 Magazine, the P&J, the Courier and the Sunday Post. As part of the campaign partnership, QMS also gained valuable insights and research that highlighted positive attitudes towards Scotch Beef PGI in Scotland, helping to strategically inform future campaigns.
For more information on Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork visit www.scotchkitchen.com or The Scotch Kitchen on Facebook, Instagram and Twitter.