QMS Pork campaign rolled out across Scotland
A campaign for Quality Meat Scotland (QMS) to promote Pork is currently running throughout the country.
The campaign, created by The Union saw all eight Scottish Government marketing framework advertising agencies invited to pitch for the work which is understood to have had a budget of around £20,000.
The four week Spring campaign will include outdoor ads covering both billboards and 6-sheet or bus-shelter formats as well as branded taxis in both Glasgow and Edinburgh.
It will continue to sell the message “get some pork on that fork” while also aiming to get shoppers to look for the label and choose Specially Selected Pork.
Only pork carrying the Specially Selected Pork label is guaranteed to be farm assured from Scotland, and carrying the promise of higher standards in welfare and traceability offered by Quality Meat Scotland’s assurance scheme.
Specially Selected Pork will also be sponsoring a series of one-minute healthy living programmes on STV over the next two weeks.
New leaflets are also being produced to highlight that branded cooked meats such as ham and pork carry the same guarantees of farm assurance.
The foodservice sector is also going to be targeted, with a seminar being hosted in April by UK chef of the year Simon Hulstone aimed at helping chefs use pork more creatively and effectively.
The latest stage in the campaign follows on the radio competition and press advertising in January.
Laurent Vernet, head of marketing for QMS said: “Our sponsorship of this healthy eating strand enables us to reach key shoppers in large numbers and is well aligned with the healthy attributes of pork.
“This opportunity builds on last year’s sponsorship of St. Andrews Day programmes which helped boost consumer awareness of the Specially Selected Pork brand.
“We’ll also be supporting the campaign with excellent new material at the point of sale, including retail kits for Scottish members of the Scotch Butchers Club featuring recipes, "how to cook" booklets and a new poster.
“In multiple retailers, we are organising a tour of 70 leading Scottish stores that source Specially Selected Pork, where our brand ambassadors will advise shoppers on the quality assurances underpinning the brand.”