Scotch pork back on the air

The Specially Selected Pork radio campaign hits the airwaves again tomorrow, and hopes are high that it will repeat the success of previous campaigns.

Featuring Scottish actress Michelle Gomez, Quality Meat Scotland (QMS) said the adverts had been a huge success when they debuted in February and March this year.

Key retailers saw an average increase in fresh pork sales of 27.5%, with the number of Scots buying pork increasing by almost 4%, it claimed.

The adverts will run for the next month on the key shopping days of Wednesday to Saturday on Scotland's 12 most popular commercial stations including Real Radio, Radio Clyde, Forth FM, Northsound, Westsound, Radio Tay and Talk 107.

QMS said pork sales have not only seen a growth in volume of 3.2% year-on-year, but also an 8% jump in the value of sales over the same period.

This growth seems to be sustained, as between April and June this year consumer spending on fresh pork exceeded £12million - almost 20% higher than the same period last year, it added.

Head of marketing with QMS, Laurent Vernet, said: "We are hoping the adverts will be well received once again and will give radio listeners another opportunity to rediscover pork as a versatile and healthy meal for the whole family to enjoy.

"To support this, we have groups of Specially Selected Pork brand ambassadors on a tour of more than 80 Scottish retailers giving out samples and recipes to show shoppers how tasty fresh pork can be."

For Britain's pig producers, the market environment also brings good news, QMS added. Deadweight prices are currently more than four pence per kilo higher than this time last year.