Scots pork campaign is geared to reach 3m consumers

Scottish shoppers are being urged to “Do More With Pork” through a new promotional campaign launched today by Quality Meat Scotland (QMS) in support of Specially Selected Pork (SSP).

Set to run for six weeks, the campaign is geared to reach over three million consumers, showcasing the “quality, affordability and versatility” of SSP, while also publicising the fact that the product is underpinned by quality assurance schemes which make animal welfare a priority.

“We are building on the 42% brand recognition we already have with Scottish shoppers, so that when consumers go into their local butchers or supermarket they are looking to put pork into their shopping basket,” said QMS head of marketing, Laurent Vernet.

The campaign, which features four “Do More With Pork” recipes, selected as the perfect choice for mid-week meals, as well as barbecues, will be supported by online, radio and press advertising.

In addition, 300 independent butchers, who are members of the Scotch Butchers Club, will receive promotional packs containing recipe cards and resources to help them boost SSP sales during the campaign period.

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