Quality Meat Scotland (QMS) is using press advertisements for the first time in nearly a decade in a campaign aiming to progress the success of the two previous pork outings and get even more people to pick Specially Selected Pork for its healthiness, versatility and flavour.

Head of Marketing for QMS, Laurent Vernet, said, "As well as the new press ads we will be running our much loved radio spots on Scotland’s largest commercial station. We’re also running on the air competitions to further engage with local listeners.

"To coincide with the new campaign will be launch of a consumer web site for Specially Selected Pork, which will enable consumers to learn more about the Specially Selected brand and to discover a range of delicious recipe ideas featuring fresh Specially Selected Pork and other pork products such as ham, bacon and sausages.

"The site will also highlight the world-leading welfare assurances that come from choosing Specially Selected Pork.

"We are also bringing the brand to life in-store with clear branding to enable customers to clearly identify and choose Specially Selected Pork."

Butchers are set to be an important part of the August campaign, with Scotch Butchers Club members that sell Specially Selected Pork being sent exclusive point of sale materials to entice their customers.

The campaign comes on the back of independent research that has shown consumers hitherto boring and uninspiring view of pork is being replaced with a more positive reputation.

All of the consumers surveyed agreed that pork is 'easy to cook', with 97% agreeing it 'is really versatile for cooking'. 93% of those questioned agreed with the statement, 'Pork is good for you'.

QMS last week welcomed the announcement of £200,000 funding by the Scottish Government to further improve marketing of pork products, nearly doubling the current marketing spend.