Quality Meat Scotland has refreshed its “Look for the Label” campaign to support the consumption of Specially Selected Pork in Scotland with a new promotion drive estimated to reach 2,849,000 consumers, according to Laurent Vernet, head of marketing at Quality Meat Scotland.

The campaign will feature outdoor, online and press advertising, as well as in-store promotions with key Scottish multiples. “The refreshed campaign aims to communicate the benefits of purchasing Specially Selected Pork and provides compelling reasons to look for the label at the point of purchase," said Vernet. “For example, the advertisements highlight the association with the Scottish SPCA, Scotland’s national animal welfare charity, whose inspectors visit Scottish pig farms and processors under the QMS quality assurance scheme to ensure the strict animal health and welfare standards which underpin the label."