15 August 2008

2 minute read

Europe

Out goes the kilt and t-shirt and in comes a more rugged, natural look to build on his rapport with the consumer.

Quality Meat Scotland, the Scottish red meat industry’s promotional body has rung the changes to give the brand fresh impetus and to chime with the subtle change in what consumers rate as important when they’re shopping for beef.

QMS Head of Marketing Laurent Vernet said: “We’re constantly carrying out research into consumer attitudes and what we’ve spotted is that their primary concern as far as meat is concerned is reassurance on why they should pay more. They’re increasingly interested in buying beef from cattle that are raised naturally and well cared for.

“So we’ve changed Glen’s look to send out a message to them that when they’re buying Scotch Beef this is exactly what they’re getting, a 100% natural product complete with unique guarantees on production standards all the way from farm gate to dinner plate.”

The new adverts will be launched in London next month, a key target area for Scotch beef sales south of the border. A Scotland wide campaign will kick off in November in time for St Andrew’s day.

The marketing campaign is well timed to cash in on the increasing consumer demand for premium Scotch Beef as analysis of GB sales by independent market research company TNS* reveals that the brand is bucking the credit crunch.

The amount of Scottish origin beef sold in GB has increased by 3% in volume terms in the twelve week period to the middle of July, with some 7078 tonnes worth over £50 million pounds bought by consumers. That’s a 12% increase year on year and contrasts with a 6.5% decrease in non Scottish origin beef sales south of the border.

There are strong indications that even though Scots consumers are feeling the pinch they are still looking to buy premium products. Sales figures for Scottish origin beef show only a slight drop of 1% during the past three months, which compares with an 8% drop for purchases of all beef in Scotland.

Laurent Vernet at QMS adds: “What our research shows is that people are staying in rather than going out to eat and when they do they want to eat the best quality beef.

TheCattleSite News Desk