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Quality Meat Scotland animation aims to drive red meat benefits awareness

Quality Meat Scotland (QMS), has released an animation to promote the eating of red meat as part of a healthy and balanced diet.

QMS, the public organization charged with the promotion of the Scottish red meat industry, tasked Heehaw with the creation of the short animation which features information on the nuturious benefits of meat and other food groups in the form of asbtract colourful illustrations to appeal to a younger market.

The aim of the video was to highlight how healthy a balanced diet containing red meat could be for people and was commissioned as the result of increased media attention in recent times over the possible health risks associated with eating it.

Jennifer Robertson, health and education coordinator at QMS explained that this was the first time the organization had ever used online video before within its marketing and said that she was “delighted with the outcome” and revealed that it would be distributed across the organisation’s social media channels.

Speaking about the creative process, Penny Cobham, a producer at Heehaw, added that it had been “a brilliant experience”. She revealed: “We were not restricted by any brand guidelines, allowing us to have creative freedom to think up an original style for the animation. Not only did we create characters and an animated style for this video, but QMS are hoping to utilise these designs within further marketing material.”

The Meat We Eat video also aims to explain the health benefits that meat can offer consumers with insights on intake guidelines.

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