Quality Meat Scotland (QMS) launched the return of its successful When You Know You Know campaign, which is set to reach more than 81% of adults in Scotland.
With the usual wave of New Year’s resolutions pushing people to incorporate a balanced diet into their lives, the campaign shines a spotlight on the role of Scotch Beef, Scotch Lamb, and Specially Selected Pork for a healthy lifestyle. With 86% of shoppers claiming to have at least one healthy eating priority, it resonates strongly with consumers focused on making positive dietary changes.
The campaign includes collaborating with STV to share brand stories during prime-time TV ad breaks. These 60-second segments, featured during popular STV shows, allow advertisers to showcase their brands.
Aberdeen-based nutritionist and influencer, Scott Baptie, will offer ideas for nutritious midweek family dinners and for those looking for meals to fuel busy lives.
Billboards at Pure Gym and David Lloyd locations will advertise to fitness enthusiasts. with high-protein recipe ideas made with Scotch Beef, Scotch Lamb, and Specially Selected Pork.
The campaign emphasises great taste and essential nutrients, such as protein and vitamin B12, which are vital for normal body functions, through dishes like the Scotch Beef Seared Poke Bowl and Specially Selected Pork Pad Thai.
Emma Heath, Director of Marketing at Quality Meat Scotland, commented: “We’re pleased to build on the momentum of the When You Know You Know campaign which was launched in September and inspire more people to enjoy the benefits of Scotch Beef, Scotch Lamb and Specially Selected Pork as part of a balanced diet.
“This campaign celebrates not just the exceptional taste and quality of these products but their ability to provide the nutrition we all need to thrive.”
Quality Meat Scotland has also launched the “Get in the Know: Celebrating the Positives of Red Meat” 2025 Toolkit—a resource aimed at empowering stakeholders to effectively communicate the health benefits and sustainability of Scotland’s red meat.
The toolkit offers evidence-based insights into the socio-economic contributions of red meat and highlights the quality behind the Scotch Beef, Scotch Lamb, and Specially Selected Pork brands.
