Prime Scottish meat

Quality Meat Scotland’s latest TV campaign for specially selected meat has helped increase awareness of Scottish beef by 24 per cent over the campaign’s eight-week run. The heavyweight campaign, created by The Union, featuring “Glen”, ran throughout the whole of Scotland during February and March on STV, Grampian, Border, Channel 4 and Five, supported by point of sale. Andrew Ovens, marketing controller at QMS, said: “We’re delighted with the results of the campaign. Glen has become something of a Scottish icon and we’ve been inundated with requests for guest appearances and personal visits. The rise in awareness levels shows that the message is getting through and Glen’s public appeal seems to be quite enduring.”