QMS Launches New ‘Strong Start with Scotch’ Campaign
QMS Targets Early Year Demand with Scotch Meat Promotion
Quality Meat Scotland (QMS) has unveiled a new promotional drive aimed at boosting demand for Scotch Beef, Scotch Lamb and Specially Selected Pork at the start of the new year. The “Make It a Strong Start with Scotch” campaign is designed to capitalise on renewed consumer focus on health, nutrition and quality in January.
The campaign will run across digital, social and in-store channels, highlighting the nutritional benefits, provenance and sustainability credentials of Scotch assured red meat. QMS says the initiative is intended to reinforce consumer confidence while supporting farmers and processors following a challenging trading period.
According to QMS, the campaign messaging will emphasise high-quality protein, natural production standards and the importance of local supply chains. The move comes as shoppers increasingly scrutinise food choices around health, origin and value, particularly after the festive period.
Source article: Quality Meat Scotland – “QMS announces ‘Make It a Strong Start with Scotch’ campaign”
16 December 2025