Specially Selected Pork Making Waves

by 5m Editor
26 November 2008, at 9:23am

SCOTLAND - Specially Selected Pork is hitting the screens for the first time this week aiming to get more Scots to look for the label.

Quality Meat Scotland is sponsoring this year’s The Great Scottish Meal section on STV's Five Thirty Show in the run up to St Andrew’s Night.

Specially Selected Pork sponsorship bumpers are appearing throughout this week, the first time the Scottish pork industry has advertised on TV.

This new campaign builds on the success of the ‘Get some pork on that fork’ radio and poster campaign, which has already proved popular with consumers.

This year has seen volume sales of Scottish origin pork rise 6.1%, compared to all origin pork in Scotland which has remained flat.

Laurent Vernet, Head of Marketing for Quality Meat Scotland said: “We decided to take Specially Selected Pork onto the television for the first time as the Five Thirty Show audience fits perfectly with our target market and the Great Scottish Meal strand gave us a chance to celebrate a great Scottish product.

“Pork is a real family favourite and contributes many delicious products to the national diet such as ham, bacon and sausages.

“This campaign is all about looking for the Specially Selected Pork label in the run up to St Andrew’s day so that people can be assured that the pork they are buying is the genuine article, born and bred in Scotland, and kept to some of the highest welfare standards in the world.

“Looking for the Specially Selected label also enables customers to take grass roots action to ensure the security of food production in Scotland.”

Stephen Jardine, presenter of the Five Thirty Show, has been championing Scottish food producers over the past year. The show has been asking viewers to send in their favourite Scottish Meal including starter, main and puddings.