Scotch Beef - Raised the way you want it

Giles Moffatt

A credible and straightforward story of effective planning and creative development, with the ‘Glen’ character on TV and in-store contributing a solid set of results for Scotch Beef.
Agency: The UnionAuthor: Giles Moffatt

Scotch Beef – Raised the way you want it

INTRODUCTION

Quality Meat Scotland (QMS) is responsible for marketing the Scottish red meat industry on behalf of farmers and producers.

It is impossible to overestimate the importance of the Scotch Beef industry, not just to Scottish farmers and the economy, but also to perceptions of Scotland as a high-quality environment producing high-quality exports.

In the past, advertising for Scotch Beef has been sporadic, with no consistent long-term strategy. The Union's remit was to devise and develop a brand advertising solution that would deliver...

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