21st July 2009

Scots get lucky with pork this summer

Eight lucky Scots will get the chance to win a luxury weekend break in Scotland this summer thanks to Specially Selected Pork.

Building on the new ‘Look for the label’ campaign Quality Meat Scotland, the marketing and development agency for Scotland’s pig producers, is launching a new wave of advertising in the media, in store and online.

Running between 25 July and mid September, the campaign will feature a mixture of press and online adverts.

Supporting the campaign, QMS is running a competition offering the opportunity to relax in a luxurious setting of their choice from a prestigious collection of hotels and restaurants that showcase the very best of Scottish food & drink. Entrants are asked to answer a simple question online at www.speciallyselectedpork.co.uk, and four winners will be chosen at random.

Laurent Vernet, Head of Marketing at QMS said: “The competition will also be promoted in store, with half a million on pack labels being produced, and Specially Selected Pork brand ambassadors will be visiting 90 ASDA, Sainsbury’s and Tesco stores throughout the summer to highlight the benefits of buying farm assured pork from Scotland.

“Only pork carrying the Specially Selected Pork label is guaranteed to be farm assured from Scotland, and carrying the promise of higher standards in welfare and traceability offered by Quality Meat Scotland’s assurance scheme.”

Butchers that sell and promote Specially Selected Pork will also take part in the promotion, with Scottish members of the Scotch Butchers Club receiving packs of promotional items.

Following the launch of the ‘Look for the label’ campaign in January, fresh pork sales in Scotland increased in volume by 6% year on year and value increased 15% year on year, well above other areas of the country during the time of the campaign.

Laurent said: “Our aim is for Specially Selected Pork to be the label people look for this summer. Whether it’s for a barbecue, picnic or a family meal, it offers a tasty and great value option at every meal, and this year it also offers the chance to win a weekend away with someone else cooking it for you”

For more information about Specially Selected Pork, visit www.speciallyselectedpork.co.uk

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