22nd January 2021

TV Advert Promoting Scottish Red Meat Set to Reach 1.4million

Scotch Beef PGI and Scotch Lamb PGI hit TV screens across Scotland as part of Quality Meat Scotland’s January campaign.

The sixty second advert on STV began on 20 January and runs until 2 February. Placed during peak-time viewing, the advert will run during the breaks of popular TV shows such as Emmerdale, Dancing on Ice, Coronation Street, and new drama Finding Alice.

The advert, which features Joyce Campbell and Hazel McNee, showcases Scotland’s suitability for livestock farming and the progressive industry behind our brands whilst highlighting the health benefits of red meat.

Lesley Cameron, Director of Marketing and Communication for QMS, said: “This TV campaign is an excellent opportunity to communicate the facts about the Scottish red meat industry and deliver an all-industry push back on recent unbalanced, and often inaccurate, coverage.

“Scotch Beef PGI , Scotch Lamb PGI  and Specially Selected Pork are reared on our doorsteps here in Scotland, so customers who are buying it can be assured that when they see the logo, the produce has been locally farmed and reared to our exacting high standards and can be enjoyed as part of a healthy, balanced diet.

“We would also encourage people to view our ‘Having Positive Conversations about Red Meat’ Toolkit which provides the industry with assets to feel well equipped to positively engage, inform and promote the benefits of Scotland’s red meat industry.”

The TV advert forms part of a wider campaign run throughout January featuring highly targeted digital adverts, social media activity and press features.

To view the QMS toolkit and advert, visit www.qmscotland.co.uk.


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