“Meat with Integrity” campaign to use real farmers as influencers
People who work in Scotland’s beef, lamb and pork industry are being urged to take part in a brand new “Meat with Integrity” marketing and public relations campaign being launched by Quality Meat Scotland (QMS) in the coming months.
QMS is enlisting the help of farmers, crofters and others working in the industry to act as the faces of the new campaign which aims to raise awareness of the industry’s animal welfare and sustainability credentials.
"The aim of ‘Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’s exceptional credentials. The campaign will also highlight our industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors. It will also aim to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing,” said Carol McLaren, Marketing and Communications Director with Quality Meat Scotland.
QMS is currently looking for farmers and crofters who could support as the “faces” of the campaign. They are also keen to hear from others - from auctioneers to hauliers and processors to butchers and chefs - willing to get involved with the marketing and PR activity. This will range from photography and short films to being social media influencers actively helping to cascade the positive stories the industry has to offer.
Animal welfare and sustainability are two major drivers in the market, as the consumers are paying attention to these topics.