Quality Meat Scotland - Make the most of your roast

This paper provides a simple example of how an educational campaign can be used to change years of ingrained consumer behaviour.
Agency: The UnionAuthor: Giles Moffatt

Quality Meat Scotland - Make the Most of Your Roast

How an advertising idea fundamentally changed Scots' cooking habits and opened their eyes to roast pork

INTRODUCTION

Quality Meat Scotland is responsible for marketing the Scottish red meat industry on behalf of farmers and producers. Of all the meat types on offer, pork joints for roasting have historically proven difficult to sell in Scotland. For producers, this is a major problem as the roasting joints accounts for 50% of all cuts of pork, and thus a key part of delivering volume sales....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands