Quality Meat Scotland (QMS) is putting quality-assured Scotch red meat at the centre of Valentine’s Day celebrations through a targeted marketing campaign aimed at encouraging shoppers to trade up for special occasions.
The campaign highlights Scotch Beef, Scotch Lamb and Specially Selected Pork across radio, digital and social media, while reminding consumers to look for the trusted Scotch logos when buying from butchers, retailers and restaurants.
As part of the activity, QMS has returned to Bauer Radio with its Valentine’s-themed competition Steak-Out, running from February 4-13 across Clyde 1, Forth 1, Northsound 1, MFR and Tay FM. The radio promotion is expected to reach more than 25% of adults in Scotland, delivering over four million opportunities to hear the advertisement.
Listeners are invited to decode clues from presenter Lynne Hogan to identify a celebrity couple enjoying a Valentine’s date night, with prizes including a cash award and £100 in Scotch Butcher Club vouchers.
The campaign also includes premium sponsored content with The Times Scotland online, celebrating the appeal of a perfectly cooked Scotch steak as a Valentine’s treat. The feature is supported by digital advertising and promoted across Instagram, and includes insight from local butcher Rona MacDonald of Charles MacLeod Butchers in Stornoway.
“Steak is the perfect cut to cook and enjoy as part of your Valentine’s Day celebrations,” Rona said. “Flavoursome, tender and delicious, when it’s cooked just right it really feels like a treat. When customers come to the butcher, we can help them choose the right cut, the right amount, and give them confidence on how to prepare it."
Targeted social media advertising is also running across Facebook and Instagram using the message “Steak nights start with Scotch”, positioning Scotch Beef as the centrepiece of Valentine’s dining occasions.
Emma Heath, director of marketing at Quality Meat Scotland, said Valentine’s Day was a key opportunity to showcase Scotland’s red meat brands.
“Valentine’s Day is a key moment when people are often willing to trade up and choose something a bit more special,” she said. “This campaign celebrates the care, quality and flavour behind Scotch Beef, Scotch Lamb and Specially Selected Pork – while reminding consumers that choosing our trusted brands supports Scotland’s farmers and producers.”
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