Media Release: New Specially Selected Pork campaign targets three million consumers


QUALITY Meat Scotland (QMS) has refreshed its successful ‘Look for the Label’ campaign to support the consumption of Specially Selected Pork in Scotland with a new promotion drive.

“The Scotland-wide campaign is estimated to reach 2,849,000 consumers,” said Laurent Vernet, head of Marketing at Quality Meat Scotland.

“This is 96 per cent of our target market and the campaign will feature outdoor, online and press advertising, as well as in-store promotions with key Scottish multiples.”

Mr Vernet explained that recent research showed that in the UK we eat almost £9.5 million worth of fresh pork each year with more than 45 per cent of it being imported.

The ‘When it Comes to Taste, it’s All About the Label’ campaign is all about taste and quality, he said.

“The refreshed campaign aims to communicate the benefits of purchasing Specially Selected Pork and provides compelling reasons to look for the label at the point of purchase.

“For example, the advertisements highlight the association with the Scottish SPCA, Scotland’s national animal welfare charity, whose inspectors visit Scottish pig farms and processors under the QMS quality assurance scheme to ensure the strict animal health and welfare standards which underpin the label.”

Delicious pork recipes are available on the Specially Selected Pork website where there is also a competition to win a set of specially selected knives.


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Contact: Doreen Graham
Phone: 0131 472 4117