2nd December 2020

‘Tis the season to serve Scotch

Quality Meat Scotland’s (QMS) new ‘Christmas is what we Make It’ campaign, launched today, is set to inspire millions of Scots to choose Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork this festive season. The £100,000 campaign will be supported through highly targeted social media activity and digital platforms, such as Spotify, YouTube and the Mail Online to help inspire consumers with recipes, cooking and shopping tips and much more to keep them energised in the run up to Christmas and right though to New Year. Alongside the digital activity, QMS will also be sponsoring an episode of the Help podcast, presented by Radio 1 DJ and current participant of I’m a Celebrity reality TV show, Jordan North, and etiquette expert William Hanson who will be instructing Jordan on how to create and serve a perfect Scotch Beef roast for the holidays. Following on from their summer campaign, QMS is once again partnering with STV with channel sponsorship which will see the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands promoted alongside popular shows such as Coronation Street, Emmerdale and many more this December. The campaign focuses on a Christmas menu of seven delicious dishes which are the perfect mix of recipe inspiration for this festive season – especially if consumers are looking for inspiration for the seven days from Christmas to New Year – there is something for everyone to choose from. Lesley Cameron, Director of Marketing and Communications with Quality Meat Scotland, said: "The festive period will bring a welcome boost to households and businesses across Scotland and our extensive online campaign, that is estimated to reach over 3.6 million, will help encourage shoppers to create nostalgic dishes with a modern twist.” “From within the red meat industry to Instagram influencers, we’re engaging as many people as possible to celebrate with our seven dishes of Christmas, especially in the time between Christmas and New Year where inspiration can be hard to come by, with high-quality Scotch produce.” With the campaign set to reach millions across the country, QMS will also be ‘Celebrating those who Make it’ by profiling all aspects of Scotland’s red meat supply chain and providing the industry with a package of support to help reinforce activity. “Farmers, hauliers, auction marts, butchers and processors all play an integral part in getting Scotch products from field to fork, and it’s important that they are celebrated during this campaign,” said Ms Cameron. Quality Meat Scotland’s festive campaign is live from today until 1 January 2020 and those within the red meat industry can access a festive support pack via the QMS website on Friday 4th November. For festive recipes, videos and hints and tips, visit scotchkitchen.com/christmas or Scotch Kitchen on Instagram, Facebook or Twitter.

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