Specially Selected Pork: Look for the Label

The pan Scotland campaign, which will encourage shoppers to look for the Specially Selected Pork label on pack, will include the following activity;

· Above-the-line activity

o 138 x “6-sheet billboards” at targeted retailers' stores throughout Scotland (22nd August – 4th September) – reaching 1.7m shoppers in Scotland with 9.5 opportunities to see (OTS). Creative attached for information.

o Online advertising packages with BBC Good Food, Jamie Oliver, Delia Online and the Daily Record (w/c 22nd August – w/c 12th September) – reaching 1m shoppers in Scotland.

o Press advertisements/packages with targeted press publications such as The Herald, Scotsman, Scotland on Sunday, Daily Mail, BBC Good Food and Delicious Magazine (4 page insert) – reaching another 343k shoppers minimum in Scotland with 3.08 OTS

· In-store Activity (to highlight both fresh and processed product which carry the Specially Selected Pork label at point of purchase)

o Point-of-sale materials within all Scottish ASDA, Tesco and Sainsbury's stores (the main distributors of SSP in Scotland).

o Brand ambassadors in targeted retailers

If you have other retail customers that you supply with branded Specially Selected Pork product (fresh or processed), please let me know by Thursday 4th August and I will gladly extend the campaign to include them in the limit of our resources.

If you supply the butchers sector, please let me know if you would like a supply of “Look for the Label” posters which you can send to customers who are supplying Specially Selected Pork product. Please let me know if this is of interest and how many posters you require by Thursday 4th August.

Cross Species Campaign: Get Behind the Label

In addition to, and supporting the campaign, QMS will be launching the Behind the Label campaign w/c 5th September. This will feature Specially Selected Pork in a cross species campaign aimed at developing greater understanding of what is behind the labels and showing the hard working people who work to produce Specially Selected Pork. This will include outdoor, online and in-store activity from Sept 2011 to Jan 2012.

If you require any further information, please let me know.

Kind Regards

Jack Broussine
Marketing Executive
Quality Meat Scotland