In your field: Kate Rowell - 'Scotch meat is to get its moment in the spotlight'

Quality Meat Scotland's (QMS) first Christmas TV campaign celebrating Scotch meat, will reach almost 90 per cent of Scotland's adult population when it runs on STV, Border TV and STV Player.

This campaign is a significant addition to the QMS marketing calendar, amplifying the focus on our nation's iconic meats during the important festive shopping period and, importantly, putting the spotlight on our livestock sector.

A lot of thought has gone into making this a powerful campaign that gets consumers to think of Scotch Beef, Scotch Lamb and Specially Selected Pork right up to New Year's Day and on into 2024.

Conversation

Food-focused Christmas television adverts have provided plenty of entertainment and conversations for consumers in recent years and are proven to drive sales, which is why many retailers place so much emphasis on their festive campaigns.

Being part of this vibrant and compelling advertising season seemed like the perfect time to push Scotch Beef, Scotch Lamb, and Specially Selected Pork as the centrepiece to any meal over the holidays.

Research into what makes a successful Christmas ad show that storytelling and emotional connection matter most.

The campaign has a bold and epic ‘cinematic' theme around superheroes — a group of family and friends sitting around a table in awe of the feast before them.

Consumers have a mind-blowing amount of choice of meat and nonmeat options over the festive period, and we are determined to make sure Scotch red meat is where it should be, front and centre in the minds of buyers.

The adverts will be backed up with recipe ideas and social media activity for the whole holiday period, from Christmas Day dinners through to leftover sandwiches and celebrating again at Hogmanay.

According to Statista, 10 of 2022's best-loved Christmas ads were produced by retailers.

John Lewis took the top spot at 19.3 million views.

We are confident Scotch red meat is going to join the ranks of those adverts that get people talking this Christmas.