Three of Scotland’s finest ingredients, Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, are set to hit TV screens across Scotland in the coming weeks as part of Quality Meat Scotland’s ‘Make It’ campaign.

A 12-week partnership with STV will include four short infomercials featuring ‘Make It’ style recipe inspiration and kitchen tips and hacks. Two of these will be focused on Scotch Beef, a third on Scotch Lamb and the final on Specially Selected Pork.

The channel sponsorship will begin in week commencing 27 April, with 70 percent of these placed within peak time viewing hours, covering shows such as Emmerdale and Coronation Street, which attract an average viewership of 341,000.

These will be followed by the infomercials which are planned to begin airtime in early May and run up to 19 July. Overall, the advertising will reach 84% of adults in Scotland.

The STV series of infomercials follows the ‘Make it’ campaign activity launched in March this year which has been running across billboard advertising, radio and audio streaming platforms, along with extensive social media support through activity on YouTube, Facebook and Instagram.

Lesley Cameron, Director of Marketing and Communications at QMS said: “The ‘Make it’ campaign is the first to jointly promote our three brands, Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, and we are delighted to be taking it to the next level with our new STV partnership.

“STV is the perfect partner for our activity with its massive viewership across the whole of Scotland. We are looking forward to reaching consumers with recipe inspiration, hints and tips, encouraging them to buy and enjoy red meat and ensure that when they do, they Make It with Scotch Beef, Scotch Lamb or Specially Selected Pork.”

For more Scotch Beef recipe videos and inspiration visit or follow Scotch Kitchen on Facebook, Instagram or Twitter.


News from trusted and credible sources is essential at all times, but especially now as the coronavirus pandemic impacts on many aspects of the farming industry and rural life. To make sure you stay informed during this difficult time, our online coverage of the crisis is free for everyone to access.

However, producing The Scottish Farmer's unrivalled business reporting, opinion and features still costs money and, as our traditional revenue streams falter, we need your support to sustain our quality journalism.


To help us get through this, we’re asking readers to take a digital subscription to The Scottish Farmer. You can sign up now for just £2 for 2 months.

If you choose to sign up, we’ll offer a faster loading, advert-light experience and access to a digital version of the print product every week. Click here to help The Scottish Farmer:


Thank you, and stay safe.