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Scottish Farmers Star Marketing Campaign

26 May 2011

UK - Huge billboards depicting Scottish beef, sheep and pig producers will be displayed by Quality Meat Scotland in Glasgow's George Square this weekend (28 and 29 May).

The images of grassroots farmers will welcome shoppers in the bustling city centre to Scotland’s biggest free consumer food and drink event – “Enjoy the Taste of Scotland” - which is expected to see a footfall of around 20,000 people.

Images of Argyll sheep farmer, Sibyl McPherson, Fife pig producers Andrew and Craig Peddie and Morayshire-based beef farmer and butcher Jock Gibson, will have pride of place at the event, run by Tesco and sponsored by Quality Meat Scotland and Robert Wiseman Dairies.

The creatives were developed as part a QMS “Behind the Label” campaign to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands. The campaign also aims to bring into the cities a sense of the livestock husbandry skills, tradition and heritage which are embodied by the farmers who produce the red meat for these famous brands.

Suzie Carlaw, Marketing Manager with Quality Meat Scotland said: “The Enjoy the Taste of Scotland event is a great opportunity to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands. We are very keen to encourage shoppers to look for these labels as a sign of quality products with provenance and production guarantees.

“This year is an important milestone in the history of the Scottish red meat industry. It is the 20th anniversary of the world-leading farm assurance scheme, which underpins the industry and gives consumers confidence in the welfare, quality and traceability behind our ‘Scotch’ brands.”

Ambassadors for the Scotch Beef, Scotch Lamb and Specially Selected Pork brands will be inspiring shoppers with some delicious recipe ideas at the event. There will be three main areas at the event on Saturday 28th May, open from 10.00am – 5.00pm and Sunday 29th May, open from 10.30am-5.00pm:

  • The Tesco Fair - Visitors to the event will be able to take a culinary tour through a series of regional marquees, browsing delicious food stalls representing the best of Scottish produce, meeting enthusiastic producers, company owners and sampling local food and drink from all over Scotland.
  • The Tesco Cookery Theatre - Glasgow’s Restaurant Association will host cookery demos from numerous Scottish chefs and well-known food and drink personalities.
  • Family Zone - sponsored by Robert Wiseman Dairies, will provide fun for all, including facepainting, balloon modelling and a range of games for kids of all ages
* Tesco Bank is also a sponsor and will be running a football skills zone at the event.

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