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Quality Meat Scotland consumer campaign targets London

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By The Drum Team, Editorial

March 11, 2011 | 2 min read

A direct mail consumer campaign for Quality Meat Scotland (QMS) which aims to increase consumption of Scotch Beef and Scotch Lamb has begun to run in London.

Created by HUSH, which was tasked with handling two consumer campaigns in both London and Scotland, will offer advice on the best way to prepare the meats at mealtime.

Suzie Carlaw, marketing manager for QMS: “Scotch Beef and Scotch Lamb are worth paying a premium for because of the great taste which derives in part from the high standards of care the animals have enjoyed - it really makes a difference to consumers enjoyment of their food. The solutions that HUSH recommended to raise awareness of Scotch Beef and Scotch Lamb have excited us and we are looking forward to creating an ongoing dialogue with our consumers.”

Gary Smith, founding partner at HUSH, added: “It’s a privilege to be appointed by Quality Meat Scotland. The work we are doing will raise awareness of the rigorous quality schemes that QMS have in place and the way this translates into the taste of the beef and lamb that consumers can enjoy. We are giving hints and tips on how best to enjoy Scotch Beef and Scotch lamb in our campaigns with the aim of adding significantly to the database of consumers who are happy to receive news and recipes from us in the future.”

QMS is the Scottish non-departmental public body responsible for promoting Scotch Beef, Scotch Lamb and Specially Selected Pork.

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