QMS launches new bacon campaign

Quality Meat Scotland has launched a new marketing campaign to promote bacon made from Specially Selected Pork.

The multi-discipline campaign will feature a new recipe booklet for members of the Scotch Butchers’ Club and promotional point-of-sale materials in multiple retailers. It will be supported by an online direct marketing and social media campaign.

The booklet aims to highlight bacon as a tasty, good-value and versatile ingredient that can be used to make exciting lunches and family meals. It is aimed at increasing awareness of Specially Selected branded and assured bacon, as well as helping to improve carcase balance for Scottish processors.

Jack Broussine, marketing executive at QMS, said: “We’re aiming to show how versatile bacon is as an ingredient, rather than just a roll filler. As people are looking to eat well, but keep control of the cost of shopping, the selection of new recipes offers good-value, imaginative family meals that won’t break the budget.

“The new campaign will also highlight the world-leading standards of traceability, welfare and assurance that lie behind all bacon made from Specially Selected Pork and carrying the brand.

“The new campaign highlights the benefits of insisting on bacon made from Specially Selected Pork, over cheaper imported products, not produced to the same standards as here.

“Whenever you see the Specially Selected Pork label, you can guarantee that the product is produced to Scotland’s national quality assurance standards. This ensures it has been reared to animal health and welfare standards approved by the Scottish SPCA.”

The campaign will also be rolled out across a social media campaign – the Enjoy Quality Meat on Facebook – and the Specially Selected Pork e-newsletter, which goes to more than 8,000 subscribers.