Scottish meat bosses are celebrating the success of their latest beef campaign.
Contrary to how their sporting counterparts fared, Quality Meat Scotland said it enjoyed huge success with the recent rugby.
According to independent research, the group’s beef promotion with rugby star Simon Taylor led to a 33% rise in consumer awareness of Scotch beef.
Scotch beef is also the first thing that comes to mind for 71% of Scots when meat is mentioned.
Jim Walker, chairman, speaking at the QMS’s annual conference this week, said: “The record consumer awareness figures mark another
significant milestone for the Scottish industry. The consistency of the messages going out to shoppers means 65% of Scots say they would pay more for Scotch beef.”

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