Quality Meat Scotland (QMS) has launched a new marketing campaign – ‘When You Know, You Know’ – to highlight 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 benefits of choosing quality-assured red meat.
A new ad was filmed across multiple Scottish locations, and features Shona and Bruce Duncan, who rear cattle and sheep on their Inveruglas and Lands of Drumhead farms. It also highlights Adam Gallacher, an apprentice at Saunderson’s Butchers in Edinburgh, promoting the future of Scottish butchery, and head chef Laurent Labede of Thirty Knots in South Queensferry, who brings a culinary touch to proceedings.
The campaign targets a segment of consumers QMS has identified as the ‘conscious lifestyler’ — those who care about health and wellbeing, where their food comes from and who prioritise high standards and animal welfare. Uniquely, the ‘conscious lifestyler’ spans across traditional demographic targets, making this campaign appealing to a mixture of people at different life stages.
Emma Heath, Director of Marketing at QMS, said: “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.”
