A campaign targeting consumers is set to give Scottish beef a boost, thanks to a £100,000 European grant. Quality Meat Scotland hopes the European Commission money will lead to the promotion of beef as an everyday option for consumers.
Due to start this winter, it will feature Glen the Highlander, star of the Specially Selected Scotch adverts, and will inform consumers about the assurance schemes presently in place, and the nutritional benefits of beef.
Visitors to this week's Scottish National Fair in Perth were given a sneak preview of the campaign, which will be predominantly press led, along with point of sale material, including life size Glen cut-outs and recipe cards. QMS managing director Alasdair Muir said: "Scottish consumers tend to regard Scotch beef as a product for a special occasion. While this is an important part of the beef experience', the whole ethos of this campaign is to break away from this mindset and promote beef as a product which can be enjoyed any day of the week."