4 August 2011 - 2:59pm | posted by | 0 comments

Butchers trade association hires Souter for PR push

Butchers trade association hires Souter for PR pushButchers trade association hires Souter for PR push

Q Guild, the trade association for independent UK butchers, has appointed Cheshire agency Souter PR to help take on the supermarket giants with a new campaign.

Q Guild members currently number 140 and serve £3million worth of meat and related products to over quarter a million UK consumers every week.

The initial 12 month PR campaign will include media relations, events, promotions, education and social media engagement to get a message of trust, knowledge and advice into communities across the country.

“Their efforts will be on making sure that the Q Guild is a well known measure of quality and a source of knowledge among consumers – nationally and locally - to help them make an informed choice when it comes to buying meat," said Q Guild chairman Philip Cranston.

Souter said it would be looking to enlist a wide range of supporters for the campaign including celebrity chef Ainsley Harriott, who is currently running a joint cous cous/BBQ meat promotion with members.

Other activity in the pipeline includes the annual Smithfield’s Awards in London in November where Q Guild’s butchers battle for supremacy in sausage, pie and speciality products.

MD Sue Souter commented: “This is about raising consumer awareness by making butchers real and writ large in their communities, keeping members happy because their customer base is growing, and challenging the supermarkets a bit.

"We can’t compete on budget, but we can on knowledge, heritage and commitment to quality. Nobody can match a Q Guild butcher for that.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

A Facebook community for Jamaica Ginger Cake

27/02/2015
McVitie’s Jamaica Ginger Cake is one of the nation’s best...

Orchid - Luxury interiors with an oriental soul

27/02/2015
Orchid is a retailer specialising in exceptional furniture...

Simplicity at the core of banking

25/02/2015
Banking’s a pretty complex offering: a world of options to...

CALA Homes Group: Building a digital home with style & function

25/02/2015
Why. CALA is a leader in the housebuilding industry, but...

Tunisia Tourist Figures & Media Coverage Revitalised in 2014

25/02/2015
2014 was a positive year for Tunisia as continued political...