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...