Raising Awarness

Marketing Highlights

Raising Awareness
Marketing Highlights

Marketing That Delivers for Members

Quality Meat Scotland’s marketing activity plays a key role in promoting and protecting the value of Scotch Beef, Scotch Lamb and Specially Selected Pork on behalf of our members. From national brand campaigns and trade activity to targeted communications and member marketing support, levy investment is used to build demand, strengthen reputation and support the long-term success of Scotland’s red meat sector. This work continues to champion quality, provenance and the Scotch difference at home and abroad.

When You Know, You Know.

Launched in 2024, the latest lead QMS marketing campaign, titled ‘When you know, you know’, was born out of a clear objective of the organisation: to build a deeper understanding of the principles behind the Scotch labels amongst Scottish-based consumers, and to better communicate the Scotch Difference and increase purchase intent. Our marketing activity is working hard to ensure consumers have a real, thorough understanding of the quality assurance, provenance, and care that goes into producing Scotch Beef, Scotch Lamb and Specially Selected Pork.

At the same time, our industry-facing activity aims to support the Scottish red meat industry by raising the profile of Scotch in home and foreign markets, driving demand in a way that is consistent with the consumer messages – building a deep understanding and awareness of the Scotch brands. If you find yourself in the position where you have to choose between Scotch and an alternative, when you know what lies behind the Scotch label, you know what the best choice will be.

Our Creative Manifesto

Not all meat is created equal, and there’s simply no match for the livestock born and reared in Scotland. Come rain or shine (though mostly rain), this belief has held true for generations. Whether it’s Scotch Beef, Scotch Lamb, or Specially Selected Pork, it’s a choice that represents the passion and skills of Scottish farmers through to the enduring importance of local butchers and supermarkets, who champion our flagship brands. It’s an appreciation of lands, the livestock, and the communities that have benefited from our lasting commitment. It’s a quality that comes from a strict set of standards and processes, which ultimately ensures the welfare and happiness of our livestock.

Born and reared in Scotland, it’s the reason why Scotch meat tastes so delicious, it’s why we continue to drive progress in our industry at home and worldwide. Our promise is more than a mark, it represents peace of mind, pride of place, and perfection in taste. So, the next time you’re outside, barbecuing under your brolly, you can relax knowing you’ve chosen premium quality meat with higher standards. We refer to this ongoing mission as the Scotch Difference - it is our reason to believe and what sets us apart.

Our Marketing in Action

Marketing to Members

We support our members with targeted marketing that builds trust, showcases quality, and drives demand for Scottish red meat at home and abroad.

Campaign Adverts

Through Make It Scotch, our campaign advertising champions the quality, provenance, and sustainability of Scotch Beef, Scotch Lamb, and Specially Selected Pork.