A two-month campaign to boost sales of Scotch Beef has been hailed a success by Quality Meat Scotland (QMS).
The red meat levy body said its latest campaign, which targeted London, the Home Counties and Scotland, contributed to a 7% increase in the volume of retails sales in the 52 weeks to April 22.
Data from market research body Kantar Worldpanel also reveals London shoppers were willing to pay on average 10% more for Scottish beef.
QMS director of marketing and communications, Carol McLaren, said: “One very encouraging result from the figures, looking at pre-campaign and post-campaign, is that there is a considerable increase in the number of shoppers – 43% compared to 29% – who agreed they were more aware of the Scotch Beef PGI logo. We also saw an increase (42% vs 32%) of people within our London target market who agree they would pay more for Scotch Beef.”
