Over 2.4 million Scottish consumers will be inspired to choose Scotch Beef PGI as the perfect festive choice in a high-impact Christmas campaign.
Launched on Sunday (16 December) by Quality Meat Scotland (QMS), the Christmas campaign is set to reach millions of people.
Nine adverts will aim to encourage consumers to buy Scotch Beef PGI over the festive period, and will appear in key Scottish newspapers.
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 Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork roasts.
Carol McLaren, QMS Director of Marketing and Communications, said the pre-Christmas push is timed to capture consumers as they embark on their big shop over 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.”
The campaign follows NFU Scotland encouraging the public to buy local and support Scottish farmers during the Christmas period.
