Quality Meat Scotland launches marketing campaign
Quality Meat Scotland (QMS) has proudly launched its new marketing campaign, ‘When You Know, You Know’ developed with Edinburgh-based creative agency, Multiply.
It highlights to consumers that there is simply no match for the livestock born and reared in Scotland under the QMS whole of life, whole of supply chain quality assurance schemes.
Scotch Beef, Scotch Lamb, and Specially Selected Pork will take centre stage on television supported by outdoor, press, social media advertising and PR with messaging that is designed to educate consumers on the unique benefits of choosing quality assured red meat, taking them on a field to fork journey to fully understand the Scotch Difference.
Emma Heath, Director of Marketing at QMS, said: “The theme for the new campaign is to look behind the label and everything that Scotch stands for as this is ultimately at the heart of what we do and gives us a strong foundation to build on creatively over the coming years.
Our new campaign highlights that choosing Scotch Beef, Scotch Lamb, and Specially Selected Pork means opting for unmatched quality that comes from our world-class standards that were introduced around 30 years ago making them one of the first in the industry. We want to shine a spotlight on the tireless passion and expertise across the whole of the Scottish red meat supply chain.
“People want to feel confident in what they’re buying, and our campaign provides that peace of mind. Scotch Beef, Scotch Lamb, and Specially Selected Pork are more than labels— they represent trust, pride of provenance and perfection in taste. This campaign reinforces why there’s simply no substitute and where people have a choice, they understand the benefits of choosing Scotch.”
Graeme Clark, Creative Director at Multiply said: “It’s rare to get the chance to tell such an incredible and authentic story from start to finish. The experience of working on this campaign for Scotch Beef, Scotch Lamb and Specially Selected Pork has been nothing short of spectacular – the animals, people and environments we captured are stunning and so uniquely Scottish. The team at Multiply are immensely proud to have worked on this, and it stands out as a career highlight for me personally.”
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