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Quality Meat Scotland

Advertising | Strategy | Brand

The Challenge

The Scotch Difference is what sets Quality Meat Scotland apart from other meat on the market. However, consumers were unaware of what this meant. We needed to communicate to them that Scotch meat is one of the highest-quality meats on the market with excellent traceability and is worth the higher price point – that Scotch is an endorsed approach backed by people in the know.

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Our Solution

We created an impactful campaign that fully communicated the quality of Scotch meat, grabbing consumers from the get-go and communicating the multitude of benefits of choosing Scotch. We answered the question of what is ‘The Scotch Difference’, simply by answering that it’s made in Scotland.The campaign needed to stretch across a range of media channels and on out-of-home and so the ‘‘When you know, you know’ message was born.

0 social media impressions

0 Scottish population reached

“The campaign’s Instagram ads have generated an impressive 3.5 million impressions to date, significantly amplifying Quality Meat Scotland's visibility and engagement.”

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