More than 1.8 million Scottish consumers are set to hear the Scottish red meat industry’s positive sustainability and animal welfare credentials in a new radio campaign launched next week by Quality Meat Scotland (QMS).

Two ‘meet the farmer’ adverts as well as a ‘meet the butcher’ advert will run across seven regional Bauer Radio shows to support QMS’s “Meat with Integrity” campaign, which launched at the end of July.

Each 40 second farmer advert will showcase the passion and pride the farmer has when it comes to animal welfare, the environment and the countryside. The butcher advert will focus on the quality, provenance and traceability which underpins the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands.

This radio activity supports the wider digital and social advertising campaign which is currently underway.

Kirsty Fox, Marketing Manager from QMS said: “The ‘Meat with Integrity’ campaign is all about raising the profile of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork while sharing the Scottish red meat industry’s excellent environmental, animal welfare and quality credentials.

“Extending the campaign to radio provides us with an additional opportunity to share all these positive messages directly from those working in the industry, encouraging consumers to look for the brand logos the next time they are shopping and to add Scotch Beef, Scotch Lamb and Specially Selected Pork to their shopping baskets.”

The adverts will be on air from August 19, on Hits Radio in Dundee, Aberdeen, Edinburgh and Glasgow as well as on Moray Firth Radio, Westsound and Radio Borders.

For more information on the Meat With Integrity campaign, please visit:

For further information on the Scotch Lamb, Scotch Beef and Specially Selected Pork brands including recipes, videos and tips, visit or follow Scotch Kitchen on Facebook, Instagram or Twitter.

Campaign backing Scotch Lamb gets double award nod

Scotland’s leading public relations awards shortlist has been announced, with Quality Meat Scotland’s latest Scotch Lamb PGI campaign recognised in two categories.

‘Scotch Lamb, Naturally’ is shortlisted in the ‘Corporate And Business Communications’ and ‘Consumer Relations’ categories at the Chartered Institute of Public Relations (CIPR) Scotland PRide Awards, which take place in Glasgow on 3 October.

Quality Meat Scotland (QMS) worked with integrated marketing communications agency Weber Shandwick to devise and develop the ‘Scotch Lamb, Naturally’ campaign to encourage consumers in Scotland to eat more Scotch Lamb PGI and learn more about its welfare and sustainability credentials.

The nine-week campaign saw a combination of television advertising along with billboard, press, digital, social media, radio and PR, and resulted in a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer during the 12-week campaign period, according to figures from Kantar Worldpanel to the week ending 4th November.

Alan Clarke, Chief Executive of QMS, said: “The brilliant results of the ‘Scotch Lamb, Naturally’ campaign speak for themselves, delivering not only an increase in sales but also helping challenge traditional perceptions of how lamb is prepared and served.

“This success would not be possible without the work delivered by the entire QMS marketing and communications team in helping share the industry’s hugely positive messages and raising the profile of Scotland’s world-renowned Scotch Lamb PGI brand.”

The shortlist adds to recent success at the PRCA Dare Awards, where QMS took home In-House Team of the Year as well as the Consumer Relations award for Scotch Lamb, Naturally (with Weber Shandwick).

Moray Macdonald, managing director of Weber Shandwick Scotland, said: “We’re really proud of our inaugural campaign with Quality Meat Scotland, which drew upon the expertise of an integrated team from all areas of the business working together to deliver a strong campaign with real impact. 

“‘Scotch Lamb, Naturally’ has already enjoyed awards success this year, and the whole team are thrilled to again be recognised at this level.”

The CIPR PRide Awards are the UK’s leading regional PR awards, recognising the outstanding work delivered for clients and employers across the UK.