Specially Selected Pork to get new campaign
Published:  19 November, 2015

A new promotional campaign to relaunch the Specially Selected Pork brand is to be developed.

Quality Meat Scotland (QMS) is to work closely with the Marketing Strategy Group, made up of industry representatives, to put together a promotional plan for the brand, which represents the product from QMS’ assurance scheme.

Laurent Vernet, head of marketing with QMS, said: “The QMS marketing team is looking forward to working with the industry to consider the options for relaunching the Specially Selected Pork brand, as levy income to support promotional in 2016/17 become available.”

He also said that despite the fact that QMS has not been able to undertake any major promotional activity behind the brand since late 2012, it is well recognised by consumers.

“Forty-two per cent of Scottish shoppers recognise and trust the Specially Selected Pork brand,” he said.  “Specially Selected Pork branded products are available in three Scottish retailers, representing a third of the fresh pork Scottish market retail share.”

He pointed out that QMS’ partnership with the Scottish SPCA, the animal welfare charity, has also played an important role in communicating the message of higher pig welfare and well-being to consumers.

However, he said there were also real challenges in the marketplace, with the volume sales of fresh pork down 8.5% year-on-year in Scotland and average retail prices down by 3.7%.

“There is no doubt that there are some challenges to be tackled, but our Scottish pig industry has many strong messages, such as the priority given to health and welfare, and I believe there are real opportunities to grow the Specially Selected Pork brand in the months and years ahead,” he said.