Spreading the news for Scottish pork

Newspaper readers in Scotland are being targeted by a meat levy board to be encouraged to tuck into quality approved Scottish pork this August.

Quality Meat Scotland's (QMS) Specially Selected Pork campaign is to be incorporated into a series of press adverts - the first time QMS has used such a medium in nearly a decade.

Laurent Vernet, QMS head of marketing, said: "As well as the new press ads we will be running our much-loved radio spots on Scotland's largest commercial station. We're also running on the air competitions to further engage with local listeners."

As part of the campaign, members of the Scotch Butchers' Club that sell Specially Selected Pork will be sent exclusive point-of-sale materials to attract customers to buy Specially Selected Pork for its healthiness, versatility and flavour.

Vernet added: "To coincide with the new campaign, there will be the launch of a consumer website for Specially Selected Pork, which will enable consumers to learn more about the Specially Selected brand and to discover a range of delicious recipe ideas, featuring fresh Specially Selected Pork and other pork products such as ham, bacon and sausages.

"The site will also highlight the world-leading welfare assurances that come from choosing Specially Selected Pork."

The Specially Selected Pork marketing campaigns were started in 2003 and QMS won an award in 2005 for the campaign at the Marketing Society Scotland awards.