Quality Meat Scotland (QMS) is this week launching a campaign to encourage shoppers to “Do More with Pork”.
The Scotland-wide marketing campaign aims to raise consumer awareness of the Specially Selected Pork brand, which is underpinned by quality assurance schemes which make animal welfare a priority.
The eight-week campaign, set to reach over 1.5 million consumers, features four tantalising “Do More With Pork” recipes which are perfect for delicious mid-week meals as well as barbecues with friends and family.
The campaign will be supported by online activity and in-store sampling in Aldi stores across Scotland as well as radio adverts which will air on local radio stations across Scotland. Last year’s radio campaign was shortlisted for the prestigious Scottish Creative Awards run by The Drum.
Several hundred butchers, who are members of the Scotch Butchers Club run by QMS, have also received BBQ promotional packs containing recipe cards and resources to help them boost their sales of Specially Selected Pork – as well as Scotch Beef PGI and Scotch Lamb PGI – over the summer.
Graeme Sharp, Marketing Executive with Quality Meat Scotland said: “Specially Selected Pork is a fantastic product which combines quality, versatility and value for money.
“Our campaign shows that there is real potential for lots more of us to be making the most of this easy-to-cook meat which is bursting with flavour and such a great ingredient for a whole range of quick, tasty dishes.
“By giving shoppers a taste of this fantastic product, we hope to remind people how budget-friendly and versatile it is – perfect for a quick, tasty meal. Our in-store sampling events are
also a perfect opportunity to encourage a new generation to give Specially Selected Pork a try.”