Quality Meat Scotland has enlisted the help of Scottish rugby star Simon Taylor in a £500,000 campaign that will be launched to promote beef.
Andrew Ovens, marketing
controller, said: “The campaign is targeted at housewives with children and is designed to highlight the importance of choosing Scotch beef when you want the best. It plays on the old saying, ‘you are what you eat’ through Simon sporting a Scotch beef tattoo.”
Posters and instore PoS material will also support the campaign, timed to coincide with the Six Nations Rugby tournament. QMS said the new project would complement their long running promotion with ‘Glen the Highlander’.