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Taxis Rank First For Scottish Pork Campaign

by 5m Editor
13 March 2008, at 10:44am

SCOTLAND - Pork promotion has taken to the streets. A new new campaign has been launched on a fleet of Edinburgh taxis to encourage Scots to support their local pig industry.

The word on the Street. QMS is promoting Scottish Pork on Taxi's
The QMS campaign is encouraging Scots to put 'Specially Selected Pork on their Forks' and is aiming to build on strong growth for fresh pork in the domestic market.

Sales of pork in Scotland have jumped by 10 per cent to nearly £52 million over the past year. The volume of fresh pork sold in Scotland is also growing – this time at a rate of 8% year on year to 11,000 tonnes to the end of January 2008.

As well as the taxi launch, the QMS campaign will include a return for the successful radio commercials starring actress Michelle Gomez, supporting web mini-sites on some of Scotland’s most popular radio stations’ websites.

Gordon Sloan, marketing executive for QMS, said the taxi campaign is unique.

"It's first time we’ve launched the campaign with a fleet of taxis emblazoned with the brand logo and a rallying call to get more pork on that fork! We aim to build on the public’s increasing appetite for pork, and build on their support for the Scottish pig industry by getting them to look for the Specially Selected Pork logo,” he added.

Hearing the Health Message

QMS says that Scottish consumers are looking beyond Sunday roasting joints are using other pork cuts in creative ways midweek. It says that the key messages of health and versatility are really getting through.

“The popular cuts of fresh pork are predominantly for frying and grilling. Roasting cuts are still being used, but our reliance on joints is less than other parts of Britain.”

The sales figures come at a time when the pig sector is warning rising costs could force them out of business altogether. QMS commissioned research has confirmed widespread public support for maintaining a pork industry in Scotland.

As well as the taxi launch, the QMS campaign will include a return for the successful radio commercials starring actress Michelle Gomez, supporting web mini-sites on some of Scotland’s most popular radio stations’ websites.

The advertising campaign is being backed up by a tour of Asda, Sainsburys and Tesco stores by our Specially Selected Pork brand ambassadors, handing out tips and recipes for easy and tasty midweek dinners. Materials are also available to independent retailers. The aim is to reach more than 1.5 million Scottish consumers during the campaign – all of which will be targeted by messages on multiple occasions.

5m Editor