Consolidated pack in the beef
Quality Meat Scotland has appointed Consolidated to handle PR for its £1m Scotch beef campaign targeting the £1.2 billion English market.
The account was won after a three way pitch and will be serviced by Consolidated's Edinburgh and London offices.
Consolidated's brief is to support Glen, the popular character from the
Scotch beef marketing campaign, as he marches south this summer to do battle for an increased share of the lucrative English market.
The £1million campaign represents the biggest single investment from the Scottish beef industry and will see the award winning Glen adverts, created by The Union, being shown on TV screens south of the border for the first time. The commercials, breaking in August, will be backed by a range of complementary marketing activities in supermarkets, in the high street shops belonging to the 300 English butchers who are members of the Scotch Butchers Club and by top chefs who back Scotch beef through membership of the Scotch Beef Club.
Will Holt, Consolidated's Edinburgh director, said, "We have the pleasure of introducing Glen to the key target audience of housewives south of the
border. As the face of the TV campaign, the focus of the in-store activity
and the embodiment of the brand values, Glen will be central to all our
activities."
Louise Welsh, Quality Meat Scotland's director of communications added: "This is a seminal campaign for us and Consolidated's understanding of premium brands, coupled with their intimate knowledge of the English media convinced us that they were the best agency to handle this flagship brief.
"The advertising is the headline activity but the on the ground activity,
including PR, plays an important role. What's more, we've got a huge
advantage over our competitors due to a proven marketing campaign which has seen awareness of the Scotch beef brand increase from 20 percent up to nearly 90 percent in Scotland in less than three years. We're confident we can repeat that success in England."