Quality Meat Scotland is to launch its first-ever umbrella campaign to promote all three of its red meat brands.

The campaign, which launches in September, will communicate the guarantees of quality and origin provided by Scotch Beef, Scotch Lamb and Specially Selected Pork. It will also introduce the people "behind the labels" to consumers, according to QMS.

"Research shows that the individual brands of Scotch Beef, Scotch Lamb and Specially Selected Pork have good levels of awareness, but there is less understanding of what makes the meat produced under the quality assurance scheme different from ­other meats on sale claiming 'Scottish' provenance," said Laurent Vernet, head of marketing at Quality Meat Scotland.

QMS is calling on 100 of its cattle, sheep and pig farmers to feature in the umbrella campaign's advertising materials.

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