10th January 2011

Scotch meat brands soar following £1 million promotion

Consumer awareness of the Scotch Beef and Scotch Lamb brands is soaring in Scotland, following a £1 million marketing push by Quality Meat Scotland.

New independent research has also revealed Scotch Beef is the best-recognised British red meat brand in the key London market.

The latest statistics from market research company, IGD, reveal record brand awareness of Scotch Beef and Scotch Lamb in the wake of a trio of dovetailed campaigns by QMS, with a total spend of over £1million.

A survey in Scotland at the end of last year covering a wide range of the adult population revealed a record 78% of consumers are aware of the Scotch Lamb brand, with 92% of consumers aware of the Scotch Beef brand.

The recent promotional push on behalf of the Scottish red meat industry also included activity in retailers, butchers’ shops and food service and the first ever umbrella advertising activity covering all three brands – Scotch Beef, Scotch Lamb and Specially Selected Pork.

This £230,000 “Behind the Label” campaign started in September and was aimed at increasing consumer awareness of the people, skills and tradition behind all three brands.

This reinforced two further campaigns. The £250,000 “Scotch Lamb – It’s Hot This Autumn” campaign - highlighting the succulence and seasonality of lamb in autumn - was supported by activity encouraging consumers to enjoy Scotch Lamb as their St Andrew’s Day meal.

A £600,000 Scotch Beef campaign targeting Scotland and London included a very successful strategic move away from underground advertising in the capital city where over 400 roadside 48 sheet “Great Quality of Taste” posters featuring the latest Glen creative were located at key rush-hour hotspots.

The results of a second IGD survey at the end of 2010 reveal that 40% of Londoners are aware of the Scotch Beef brand, making it the red meat brand with the strongest consumer awareness in the capital.

The recent push also featured on-line and print advertising and leading-edge technology including interactive bus shelters where travellers could have a virtual visit to Scottish farms and hear direct from beef, lamb and pig producers.

Laurent Vernet, Head of Marketing with Quality Meat Scotland, said he was delighted the three autumn/winter campaigns had been such a resounding success in reinforcing and growing awareness of the brands.

“It is great news for the Scottish red meat chain that, on the 20th anniversary of the assurance schemes which underpin the brands, this strategic promotional push has generated such great results.

“The ‘Behind the Label’ campaign saw us venturing into new territory with the debut promotion of all three brands together. It appears this campaign has played a major part in reinforcing the impact of the Scotch Beef and Lamb campaigns.”

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