QUALITY MEAT Scotland wants to see Scotch beef at the top of every discerning Londoner’s shopping list – and has just launched its latest promotional onslaught aimed at winning over the capital’s 1.8 million potential customers .

For a two week period, travellers on London’s tube train system will be treated to large billboards on the theme ‘Scotch Beef: Great Quality of Life, Great Quality of Taste’. QMS head of marketing, Laurent Vernet, said: “The tube ads allow us to use the high visual impact of a billboard, but because the viewers are closer and looking at it for a longer period we can use far more detail than otherwise enabling us to better tell the story behind the product.

“This campaign again highlights the tradition, welfare and quality of Scotch Beef and underlines the promises that come from the logo and PGI marque.”

The advertising campaign is being enhanced by an England-wide in-store promotion by Scotch Beef’s ‘brand ambassadors’ involving nearly 100 supermarkets, along with sampling in selected wholesalers.

Latest figures from independent research firm, Kantar Worldpanel, show there are more 28-34 year olds being attracted into the Scottish Origin Beef category. The explanation for this is that many young foodies, while not yet feeling affluent enough to eat out, still want to entertain and present their guests with high quality foods.

Mr Vernet said: “What our research shows is that people are staying in rather than going out to eat and when they do they want to eat the best quality beef.

“Scotch Beef is recognised as a premium product so when people are shopping for ‘entertaining in’ they’re choosing to buy it rather than cheaper, perhaps lower quality meat.

“We’re targeting these growth groups with the message that when they buy Scotch Beef they are sourcing a 100% natural product complete with unique guarantees on production standards all the way from farm gate to dinner plate.”

The latest QMS billboards can be viewed at the QMS website.