Blog : Quality Meat Scotland

Specially Selected Pork takes centre stage with Hardeep Singh Kohli

Specially Selected Pork takes centre stage with Hardeep Singh Kohli

Celebrated broadcaster, comedian and chef Hardeep Singh Kohli joined Edinburgh Fringe revellers to launch a new campaign for Specially Selected Pork.

Hardeep, who is performing daily in his “Chat Masala” show in Edinburgh’s Gilded Balloon, was joined by Fife pig farmer Andrew Peddie to unveil the new “Look for the Label” campaign.The pair tempted hungry festival goers with a selection of delicious dishes highlighting the versatility of pork which Hardeep describes as “the king of meats.”

“Pork is undoubtedly the king of meats in my opinion and you don’t get any better than Specially Selected Pork from Scotland.

“It is raised to some of the highest welfare standards in the world by farmers who care about their animals and it tastes fantastic,” he said.

Providing a belly full of curry and laughs, Hardeep rounded off his renowned chat show by cooking up a storm and showing guests how to enjoy Specially Selected Pork – one of his favourite ingredients – in the comfort of their own home.

Research has shown that Brits eat a staggering £1.9B worth of pork each year. However, with more than 60% of all pig meat being imported, Scots are encouraged to support local suppliers and choose Specially Selected Pork.

The new Quality Meat Scotland campaign aims to highlight the quality, affordability and versatility associated with the label and the world-leading quality assurance behind it. The Specially Selected Pork label also guarantees the traceability of the meat from farm to fork, ensuring it has been born, reared and slaughtered in Scotland.

Laurent Vernet, Quality Meat Scotland’s Head of Marketing said: “Pork has always been a popular choice with consumers but we hope this campaign will encourage people to look for the Specially Selected Pork label when buying their pork.

“The Specially Selected Pork label not only assures traceability and quality but also assures animals have been reared to animal health and welfare standards approved by the Scottish SPCA.”

The campaign will be supported by outdoor, online and press advertising as well as branded materials in Scottish supermarkets including ASDA, Tesco and Sainsbury’s stores.

Glenshee skiers sample new healthier haggis

Glenshee skiers sample new healthier haggis

A new chapter in the history of one of Scotland’s national treasures – the haggis – was written today with the launch of a healthier version of the famous dish.

Ahead of Burns Night hungry skiers at Glenshee were given the opportunity to sample the all-new haggis. The new version – 70% lower in salt and 35% lower in saturated fat than industry average – was developed by Quality Meat Scotland as part of a project to investigate the potential to lower the salt and saturated fat content of traditional Scots’ favourites.

Former Miss Scotland and Miss UK 2010, Katharine Brown, who is Healthy Eating Ambassador for QMS, served up the tasty haggis samples to skiers at Glenshee Ski Resort which is attracting daily crowds of around 500 skiers.

Stripe Communications appointed by Quality Meat Scotland

Stripe Communications appointed by Quality Meat Scotland

Quality Meat Scotland (QMS), the public body which supports the Scottish red meat industry, has appointed Edinburgh based, Stripe Communications on a retained basis for the next six months.

Having been appointed after a three-way pitch, Stripe is charged with supporting the QMS in-house communications team to deliver a consumer PR campaigns to promote all three QMS brands – Scotch Beef, Scotch Lamb and Specially Selected Pork. In addition Stripe’s food and drink team will support QMS’s Health and Education activity, as well as adhock projects.

Stripe will be working closely with the QMS in-house team to deliver integrated PR activity to raise awareness of campaign launches and the brands’ key messages.

Juliet Simpson, Managing Director of Stripe Communications says: “The quality of Scotch Beef, Scotch Lamb and Specially Selected Pork is recognised by chefs and consumers all over the world. We’re thrilled to have the opportunity to work with the QMS communications team to support these famous brands during an exciting time for the industry.”

Carol McLaren, Head of Communications at Quality Meat Scotland said: “Stripe demonstrated a thorough understanding of our target market and our objectives and we’re now looking forward to the rollout of a creative and integrated PR programme over the next six months.”