High quality Meat Scotland (QMS) has predicted that its first Christmas TV marketing campaign will attain virtually 90% of Scotland’s grownup inhabitants because the organisation celebrates Scotch meat throughout the festive season.
Scottish viewers will see the advert on channels similar to STV, Border TV and STV Participant. The 30-second advert will present all three meats (Scotch beef, Scotch lamb, and Specifically Chosen pork) with a 10-second model for every of the variants and is supported with social media content material and PR to run from 14th November till New 12 months’s Day.
Emma Heath, QMS advertising and marketing director, stated: “Tv adverts have develop into synonymous with the beginning of the Christmas countdown and for the primary time ever Scotch meat is to get its second within the seasonal highlight.
“This marketing campaign is a major addition to the QMS advertising and marketing calendar, amplifying the give attention to our nation’s iconic meats throughout the vital festive purchasing interval and – importantly – placing the highlight on our livestock sector.
“Loads of thought and energy has gone into making this a very highly effective marketing campaign that will get shoppers to consider Scotch beef, Scotch lamb and Specifically Chosen pork proper as much as New 12 months’s Day and going ahead into 2024.”
Heath continued: “Meals-focused Christmas tv advertisements have supplied loads of leisure and conversations for shoppers in recent times and are confirmed to drive gross sales, which is why many retailers place a lot emphasis on their festive campaigns. Being a part of this this vibrant and compelling promoting season appeared like the right time for us to push Scotch beef, Scotch lamb, and Specifically Chosen pork because the centrepiece to any meal over the vacations.”
Frances Hamilton, QMS model supervisor, stated: “Our marketing campaign has a daring and epic ‘cinematic’ theme round superheroes – a gaggle of household and pals sitting round a desk in awe of the feast earlier than them. The children suspect that the cooks have superpowers to have conjured up the fabulous meal, till it turns into clear that the superhero is definitely the meat itself.
“The TV advert won’t simply promote Scotch meat for Christmas Day, however as a meal for any of your seasonal celebrations or get-togethers.”