Quality Meat Scotland: Go Places with Pork

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In January 2019, Weber Shandwick launched a new campaign to increase awareness and consumption of Specially Selected Pork, and to highlight its provenance and quality

Weber Shandwick developed “Go Places with Pork” to highlight the versatility of this under used product.

The six-week long campaign reached 94% (4.2 million) of the Scottish adult population through a strong combination of print, outdoor and digital advertising, PR activity, social media, influencer engagement and, for the first time, a TV commercial.

The TV advert was supported by billboard and digital advertising and complemented by PR activity which focused on promoting the versatility and health benefits of pork, as well as influencer partnerships with some of Scotland’s leading bloggers.

An impressive 4 in 10 of those aware of the campaign made a Go Places with Pork recipe using Specially Selected Pork and the Scotch Kitchen website saw 40,000 users driven to the site for additional recipe inspiration and to discover more about the brand.

IGD tracking revealed that awareness of key campaign messages were well received with 73% of respondents who were aware of the campaign agreeing that Specially Selected Pork represents higher standards. Among those who agree with this, 64% attribute this to the product’s Scottish provenance.