Integrated Marketing Communications Campaign for Quality Meat Scotland

Monday 24 September, 2018

Quality Meat Scotland (QMS) has appointed Weber Shandwick Scotland as its lead integrated marketing communications agency. 

After a competitive pitch, Weber Shandwick has been selected to develop and deliver integrated marketing campaigns that drive consumption of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.

As the public body responsible for supporting the Scottish red meat sector, QMS has tasked Weber Shandwick with defining and promoting the quality of its Scotch brands.

Weber Shandwick’s first priority has been developing a new Scotch Lamb campaign to show that lamb is a natural choice for quick and easy midweek meals. The integrated approach will include Out of Home, Press and Digital advertising supported by radio, social media, PR and, for the first time for the brand, a TV commercial. The campaign launches at the end of August with TV on air throughout October.  View our first TV commercial here:

 

This will be followed by campaigns to promote Scotch Beef and Specially Selected Pork. 

A number of senior appointments, including a Creative Director and Associate Planning Director, have established Weber Shandwick as a direct competitor to traditional advertising and creative agencies. The company has also boosted its headcount with three new apprentices working across offices in Edinburgh, Glasgow and Aberdeen.  

Moray Macdonald, Managing Director of Weber Shandwick in Scotland, said: “Weber Shandwick is proud to be working with Quality Meat Scotland to help deliver first class creative campaigns to promote Scotland’s thriving red meat sector.

“The appointment is a significant win and demonstrates how far the agency has taken its own transformation in a short space of time.

“We’ve changed the way we work as an agency and invested in recruiting and retaining staff to make our individual and combined offering in Scotland the strongest it can be.

“We have clear centres of excellence across the country and impressive skillsets within our specialist teams, from planning, analytics and content marketing to design, public policy and crisis communications.”

Carol McLaren, Director of Marketing and Communications at Quality Meat Scotland, said: “We are delighted to be working with the Weber Shandwick Scotland team who have pulled out all the stops to work closely with us and the industry to look at how we can most impactfully communicate the USPs behind our brands.

“Considerable work has been undertaken to ensure the new ‘Scotch Lamb, Naturally’ campaign will strongly resonate with our target consumers and is also a campaign everyone in our industry can really get behind.

“We are looking forward to seeing the results as the campaign unfolds over the next two months and to working on equally exciting campaigns behind Scotch Beef PGI and Specially Selected Pork.”

Weber Shandwick Scotland is currently the Public Relations and Communications Agency (PRCA) and Chartered Institute of Public Relations (CIPR) Consultancy of the Year.

Integrated Marketing