Quality Meat Scotland has installed an interactive touch screen panel in a Clear Channel bus shelter on Edinburgh’s Princes Street, part of its ongoing ‘Behind the Label’ campaign.

The 52” digital screen allows the public to navigate between videos of the farmers behind Scotch Beef, Scotch Lamb and Specially Selected Pork whilst learning about the quality and origin guarantees behind the brands.

The hi tech board forms part of a wider campaign which incorporates 6 and 48 sheet posters across Scotland, a mobile campaign, microsite, a “page peel” on the BBC Good Food website and Post-it notes placed in the Scottish editions of the Daily Mail and Daily Express.

Implemented by MediaCom Edinburgh and Kinetic with creative input from the Merle agency the campaign will run until October 23.

Jane McTaggart, Account Director at MediaCom Edinburgh, said: “This campaign has been designed to literally bring to life the ‘Behind the Label’ strategy. With the use of new and innovative media formats, we aim to truly engage with consumers in a fun, yet informative way.”