Scottish meat campaign returns with health-focused drive

Quality Meat Scotland (QMS) has launched the next phase of its “When You Know You Know” campaign to promote the role of Scotch Beef, Scotch Lamb, and Specially Selected Pork in a balanced, healthy diet.

As part of the initiative, QMS is partnering with STV to air 60-second segments during popular prime-time TV shows.

These short adverts will feature Aberdeen-based nutritionist and influencer Scott Baptie, and will offer viewers practical ideas for nutritious, midweek family meals.

See also: Consumer campaigns shine spotlight on quality British meat

Mr Baptie will share recipes designed to fuel busy lives, incorporating Scotch Beef, Scotch Lamb, and Specially Selected Pork as healthy, protein-packed ingredients.

Billboards at selected fitness centres including Pure Gym and David Lloyd will also showcase high-protein recipe ideas, such as the Scotch Beef Seared Poke Bowl and Specially Selected Pork Pad Thai.

These adverts will highlight the essential nutrients these meats provide, including protein and vitamin B12.

The campaign extends across multiple platforms, with Bauer Radio broadcasting ads across Scotland and articles in The Times and The Scottish Sun.

There will also be a social media push on platforms like TikTok, and YouTube with influencers pushing the message.

Emma Heath, director of marketing at QMS, said: “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.”

In addition, QMS has unveiled the “Get in the Know: Celebrating the Positives of Red Meat” toolkit, a resource designed to communicate the health benefits and sustainability of Scotland’s red meat industry.