Quality Meat Scotland: Know Your Beef

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In 2019, Weber Shandwick developed and launched a new integrated campaign for Scotch Beef PGI

Tasked with raising awareness of Scotch Beef PGI and driving consumption, Weber Shandwick used the brand platform of Meat with Integrity to develop a campaign that celebrated and championed the care, knowledge and passion that makes the Scotch Beef industry a cut above.

Know Your Beef was launched in February 2019 spanning outdoor, digital, press, PR, social media and TV. New recipes were developed and captured to form the backbone of the campaign.

The TV advert for Know Your Beef brought together 50 members of the Scotch Beef industry to prove that “we know our beef” and during a one day shoot in Scotland, we produced the first new Scotch Beef TV in a decade.

Industry feedback has been hugely positive and the results of the consumer-facing campaign will be available in May.