Two of Scotland’s finest ingredients – Scotch Beef and Scotch Lamb – are set to be in the spotlight in the coming weeks as Quality Meat Scotland launches it’s new ‘Make it’ campaign.

The campaign is directed at 18 to 39-year-olds in Scotland and aims to give these consumers the confidence and reassurance to choose red meat as part of a healthy, balanced diet, ensuring that when they do eat meat they ‘Make It’ with Scotch Beef and Scotch Lamb.

The new campaign, which is part of a new integrated ‘always-on’ approach to promoting the Scotch brands, aligns itself with the values of the target audience, which comprises single people, couples and families with young children, who care about health and nutrition and are interested in sustainability and where their food comes from.

The campaign will begin on Monday (March 16) and will be shown at 45 locations outside Tesco, Sainsburys and Morrisons, as well as in print, online, social media, and radio across Capital FM, Spotify, DAX and Bauer.

Two new Scotch Beef recipe videos will also be included.

The campaign will also reach out to those aged 45 and older with older children and ’empty nesters’ aged 55 and above. Similarly, they care about health and nutrition and are happy to pay more for quality products.

Lesley Cameron, director of marketing and communications at QMS, said: “This is the first time that our two Scotch brands, Scotch Beef PGI and Scotch Lamb PGI, will be promoted in a joint campaign.

This is a very exciting step-change for us and we are delighted to be taking the Scotch brands on this new creative journey, kicking things off with our ‘Make It’ campaign.

“From our research, we know that younger people are becoming increasingly more health-conscious and more concerned about issues around sustainability and animal welfare.

“Our campaign is designed to inform this core group that Scotch Beef and Scotch Lamb not only has the highest possible animal welfare credentials but is also a healthy and nutritious option for quick and easy mid-week meals.

We want to give meat-eaters permission to buy and enjoy red meat and to ensure that when they do, they Make It with Scotch Beef and Scotch Lamb.