A SUMMER campaign promoting the quality and credibility of Scottish beef, pork and lamb, is being planned by Quality Meat Scotland (QMS).

As millions of consumers choose to eat less but better quality meat, QMS plan to ensure they pick up local when shopping this summer.

It said that the UK had 8m 18-39-year-olds who called themselves 'flexitarian', which means they tend to eat meat only a few days a week. This campaign will target these consumers to show that Scottish produce is better-quality meat with a strong record on sustainability, animal welfare and traceability.

QMS plan to utilise social media through posts on Instagram and Facebook as well as partnerships with TikTok influencers that showcases ‘Cred’ – or the credibility that underpinned the Scotch and Specially Selected labels.

Read more: QMS backs the butchers of tomorrow

Lesley Cameron, marketing and communications director at QMS, said: “We are committed to having authentic, positive conversations about red meat consumption, and it is projected that we will reach 75% of our target audience with this new approach that centres around key consumption moments throughout the week and recipes that will make your meat products go further.

“Our brands are constantly evolving and that is why we see these changing market dynamics and consumer behaviours as an opportunity rather than a threat. As long as we continue to work closely with our processors and retailers to understand their needs, red meat will remain a staple on shelves and at the heart of weekly meal times.”

Last year’s summer campaign reached 3.1m adults in Scotland and delivered a £3 return for every £1 spent on beef in retail. ‘Make It With Cred’ will further strengthen consumer understanding around what buying Scotch really means, how to cook economically with red meat and to reduce food waste.