SCOTCH BEEF PGI campaign has made it in to the shortlist for Scotland's most prestigious marketing awards to take place in October.

The campaign 'Know Your Beef', led by Quality Meat Scotland, celebrating Scotland’s heroes of the red meat industry has been recognised in the Marketing Society Star Awards Food category, which celebrates marketing effectiveness from food and drink organisations.

A key focus of the campaign was communicating what goes on behind the scenes in creating one of Scotland’s most celebrated ingredients, from the farmers and processors to auctioneers and butchers, providing consumers with more information on where their meat comes from and what makes it the highest quality.

The awards, which take place on October, 22 at Edinburgh’s Corn Exchange, will see QMS go head-to-head against fellow industry heavyweights Lidl, Podberry, Borders Biscuits, Seafish and Oxo in the category.

Quality Meat Scotland’s Director of Marketing and Communications, Lesley Cameron, said: “It’s a huge honour for ‘Know Your Beef’ to be recognised by the Marketing Society, with the campaign’s fantastic results testament to the value of a strategic partnership carefully considered to deliver key messages.

“Scotch Beef PGI is a hugely recognised and celebrated product, with the campaign going one step further to shine a light on some of the industry’s heroes working tirelessly behind the scenes to create a top quality, globally renowned ingredient.

“A huge congratulations to the entire team and wider industry involved in making the campaign the success it was, and we look forward to hearing the results in October!”

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