Scotch Beef Christmas push set to reach 2.4 million consumers

More than 2.4 million Scottish consumers will be given inspiration to choose Scotch Beef PGI as the perfect festive choice in a high-impact Christmas campaign launched by Quality Meat Scotland (QMS).

Nine adverts aimed at enticing consumers to buy Scotch Beef PGI over the festive period will appear in mainstream Scottish newspapers, as part of the campaign, which started on Sunday (December 16).

The adverts will be supported by inspirational ideas for using Scotch Beef on Christmas day as well as the rest of the festive period.

It comes as many producers have seen worrying beef prices. Prices for most of November have been generally lower than the same time last year and there have been no signs of a pre-Christmas boost despite the expected increase in demand.

Recipe books

Over 250 Scotch Butchers Club members across the UK are also offering their customers a recently launched QMS booklet ‘Roasting Rules: Your Guide to Roasting Plus Recipes’.

This publication details how to prepare delicious Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork roasts, a must-have when preparing a show-stopping roast over the festive period.

Carol McLaren, QMS director of marketing and communications, said the pre-Christmas push is “perfectly timed” to capture consumers as they carry out their big Christmas shop the weekend before Christmas.

“A Scotch Beef roast is perfect for family and friends over the festive period and with a little bit of forward-planning, shoppers can make their festive roast go a whole lot further by making the most of the leftovers and, in turn, maximising their shopping budget,” she said.

“I would encourage shoppers when they are in their butcher’s shop or supermarket aisles over the next week to look for the Scotch Beef PGI logo which guarantees quality in every bite as well as world-leading quality assurance, traceability and welfare standards.”