Beefing up Scotland’s reputation

A £500,000 campaign to promote Scottish beef has been launched by Quality Meat Scotland.

The ‘Know Your Beef’ initiative aims to target misinformation about Scotch Beef by highlighting its quality, sustainability and welfare credentials.

A new TV advert will share facts behind the beef production process, alongside activity on social media, billboards and in print.

Quality Meat Scotland’s director of marketing and communications, Carol McLaren, said: “The new campaign presented an excellent opportunity to communicate the facts about quality beef production and deliver an all-industry push back on recent unbalanced, and often inaccurate, coverage by some parts of the media.

“There is no one better placed to tell the story of our industry and share pride in the Scotch Beef brand than the people who work hard to produce a top-quality product.”