Quality Meat Scotland (QMS) recently announced the return of its successful “When You Know You Know” campaign, which is projected to reach over 81% of adults in Scotland. As the new year brings a wave of resolutions centered around health and wellness, the campaign aims to highlight the importance of incorporating Scotch Beef, Scotch Lamb, and Specially Selected Pork into a balanced diet for a healthier lifestyle. Research shows that 86% of shoppers prioritize healthy eating, making this campaign particularly relevant and impactful for consumers seeking to make positive dietary changes.

Part of the campaign strategy involves a collaboration with STV to feature brand stories in prime-time TV ad breaks. These 60-second segments, aired during popular STV shows, provide a platform for advertisers to showcase their brands to a wide audience. Additionally, Aberdeen-based nutritionist and influencer, Scott Baptie, will be sharing nutritious meal ideas for midweek family dinners and on-the-go meals to support busy lifestyles.

To reach fitness enthusiasts, billboards at Pure Gym and David Lloyd locations will promote high-protein recipe ideas using Scotch Beef, Scotch Lamb, and Specially Selected Pork. The campaign focuses on the great taste and essential nutrients found in these products, such as protein and vitamin B12, which are crucial for normal body functions. Featured dishes like the Scotch Beef Seared Poke Bowl and Specially Selected Pork Pad Thai highlight the versatility and nutritional benefits of these meats.

Emma Heath, Director of Marketing at Quality Meat Scotland, expressed enthusiasm for the campaign’s continuation, stating, “We are excited to build on the success of the ‘When You Know You Know’ campaign launched in September and inspire more people to incorporate Scotch Beef, Scotch Lamb, and Specially Selected Pork into their diets for overall well-being. This campaign not only celebrates the exceptional taste and quality of these products but also emphasizes their nutritional value in supporting a healthy lifestyle.”

In addition to the campaign launch, Quality Meat Scotland has introduced the “Get in the Know: Celebrating the Positives of Red Meat” 2025 Toolkit. This resource is designed to empower stakeholders to effectively communicate the health benefits and sustainability of Scotland’s red meat products. The toolkit offers evidence-based insights into the socio-economic contributions of red meat and highlights the quality standards upheld by the Scotch Beef, Scotch Lamb, and Specially Selected Pork brands.

Overall, the return of the “When You Know You Know” campaign by Quality Meat Scotland promises to engage and educate consumers about the benefits of incorporating Scotch Beef, Scotch Lamb, and Specially Selected Pork into their diets. With a focus on taste, nutrition, and sustainability, this campaign aims to inspire individuals to make informed choices that support their health and well-being.