As the summer rolls in (and hopefully brings us some sun and blue skies!), Scotch Beef, Scotch Lamb, and Specially Selected Pork are teaming up again with the Bauer radio network to bring a sizzling campaign to listeners across Scotland. Building on the successful partnership earlier this year, this new initiative aims to inspire people in Scotland to make the most of their summer with top-quality meats, perfect for BBQs, alfresco dining, and gatherings with family and friends during the exciting summer of sport.
The campaign launched on 24 June, and will reach 2.4 million adults in Scotland, across Bauer’s radio stations including Forth 1, Clyde 1, Greatest Hits Scotland, Central FM and Kingdom FM. Listeners will hear 10-second and 20-second adverts highlighting the benefits of choosing Scotch Beef, Scotch Lamb and Specially Selected Pork for their summer eating occasions.
One of the campaign highlights is the ‘High steaks’ competition which runs live on-air, where lucky winners will have the chance to bag vouchers to spend across the prestigious Scotch Butchers Club network on a whole host of red meat options for their summer feasts.
Presenter and keen chef, Grant Thomson, will embark on his own ‘Farm to Fork’ journey, which will be showcased in a video available on Bauer’s online platforms and social media channels. He will visit the beef and sheep farm run by the MacDougall family in Kilmacolm and hear from Nigel Ovens at McCaskies Butchers. This initiative aims to bring consumers closer to the source of their food, highlighting the quality, traceability and great taste of the brands from farm to table.
Emma Heath, Director of Marketing at Quality Meat Scotland, said: “We are thrilled to be partnering up again with the Bauer Radio network and Grant Thomson to promote Scotch Beef, Scotch Lamb, and Specially Selected Pork as the ultimate choice for summer dining and entertaining. With a reach extending to 2.4 million adults across Scotland, this campaign will be heard from tractors, cars, offices and kitchens all over the country and highlights why consumers should choose quality assured, locally sourced red meat this Summer and beyond.”
The campaign is scheduled to run until the end of July, ensuring that Scotch meat remains top of mind throughout the summer season.
For more information on the campaign and to follow Grant Thomson’s ‘Farm to Fork’ journey, visit makeitscotch.com and follow Make It Scotch on social media and check out the radio stations’ social channels too.