A high profile two-month campaign to boost sales of Scotch Beef will be launched on Monday by Quality Meat Scotland (QMS).
The red meat levy body, which runs and promotes the Scotch Beef brand, said this year’s promotional campaign will target shoppers in Scotland, London and the Home Counties.
It sets out to build awareness of, and trust in, Scotch Beef, and drive the message that it is the best beef money can buy.
The campaign will feature various cuts of beef, and include a focus on roasting joints and the ritual of sitting round the table with family, friends and a roast dinner.
QMS said this focus was chosen because data from Kantar Worldpanel reveals that 157million fewer roast dinners were cooked in the year to March 26, 2017.
It also revealed that almost half of UK adults who live with family or housemates do not sit down to a daily meal with them.
Meanwhile, YouGov research commissioned by QMS has revealed a decline in the number of families eating together.
According to the research, 64% of UK adults regularly watch TV while eating, 20% browse the internet with their phones at meal times, and 19% use a tablet or computer.
It also found that 15% of people regularly text or e-mail over dinner, and 6% video call at meal times.
QMS said more than 8.2million consumers will be targeted during this year’s campaign, which carries the strapline: There’s beef . . . then there’s Scotch Beef.
“We have worked incredibly hard over the last few years to build the Scotch Beef brand and every single person involved in the process, from farm to fork, should be proud of its success to date,” said the organisation’s marketing controller, Suzie Carlaw.
“The dedication of the industry is second-to-none and we have worked together to create a world-class brand which delivers on its commitment to quality and taste.
“This new campaign will continue to build on Scotch Beef’s reputation as the best possible beef from Scotland, increasing awareness and sales.”
She said the campaign will feature press, digital, broadcast and billboard advertising to “inform, educate and inspire” consumers to use Scotch Beef when they cook.
Advertising platforms will include digital screens in high footfall commuter areas of London, and digital advertising space will also be used outside supermarkets to target shoppers on their way to buy food, added Ms Carlaw.
The campaign will run throughout March and April.
