Update on Pork Marketing Activity

Summer Campaign

The most recent campaign for Specially Selected Pork was active during the seven-week trading period from 20th July 2009. Using a variety of press and online advertising in Scotland, we reached over 60% of Scottish shoppers.

The campaign was extended throughout Britain with the use of on-pack competition stickers which gave shoppers the chance to win one of four luxury weekend breaks. We believe this helped provide another incentive for customers to try Specially Selected Pork.

Other activities to raise the profile of our products in-store included distribution of over 200 posters, 1,000 shelf-talkers, over 90 retail visits with Brand Ambassador staff (acting as direct sellers), distribution of over 100,000 recipe booklets and circa 350,000 on-pack competition stickers as mentioned above.

Following the campaign, awareness of the “Specially Selected Pork – Farm Assured from Scotland” brand logo remains at roughly 25% in Scotland – similar levels to those seen earlier in the year following a significant boost to the marketing funds by the Scottish Government.

Further, those shoppers who were aware of the summer campaign have an improved perception of our products. (Source: IGD, October 2009).

This has helped turn around the declining volume of Scottish origin pork sold in Scotland over the 52 week period and has led to an increase of 2.5% year on year for the 12 weeks ending 6th September 2009.

Scottish SPCA

We now have approximately 70% (volume) of Specially Selected Pork approved by Scottish SPCA welfare inspectors. The scheme launched with Asda in Scotland during the Autumn.

Awareness of the project has been generated on television and via trade and consumer press.

BBC Good Food Show Scotland

This years' Good Food Show took place in Glasgow during October and attracted over 20,000 shoppers. QMS had a busy stand at the event with a range of information leaflets and goody-bags as well as educational activities for children.

Scothot Finalists

Specially Selected Pork sponsored a chefs event in Glasgow earlier in the year whereby Scotland's young, talented chefs were provided with a mystery box of pork products. The finalists were recently taken to an educational farm and butchery event to learn more of Scotland's pig production.

ANUGA 2009

QMS attended Europe's largest food fair in Cologne, Germany in October.
The welfare project with Scottish SPCA has attracted interest from overseas markets but volumes exported remain limited.

Asda Magazine

Specially Selected Pork has secured free coverage in the Asda magazine. Typically the cost for one full-page advert is £28,000. The editorial will focus on the Scottish SPCA welfare project. This is scheduled to be in-stores from December.

Public Sector Procurement

With two presentations at Scotland's Procurex 2009 Conference in October, we increased awareness of the techniques to procure Specially Selected Pork within Scottish schools and hospitals. This sector has a market value of over £7 million per annum for meat.

Product was supplied for the event. This was manufactured to healthy specifications with the aim of maintaining processed meat products on the public sector menu in a healthier format.

Online
The consumer website (www.speciallyselectedpork.com) continues to be updated to enable shoppers to submit their postal address to receive hard copies of our recipe books. We are able to use address details for specific Direct Mail promotions in future – ensuring highly targeted campaigns to interested parties.

What's more, the QMS website (www.qmscotland.co.uk) has been updated.

E-newsletter

The November issue of our popular shopper e-newsletter contained roast pork winter recipe ideas. As part of the mailing, 12 signed copies of Maxine Clark's latest cookbook are up for grabs. We've been inundated with hundreds of entrants already registering for their chance to win. The deadline for shoppers to enter is 27th Nov.

Working with Schools

Specially Selected Pork educational sessions with schools have continued throughout the Autumn period in areas including Wick, Kilsyth and Kirkliston.

The QMS Meat Voucher scheme is underway in the Highlands, Islands and Inverclyde areas. Home Economics classes are invited to spend vouchers at Scotch Butchers Club member shops to encourage pupils to get more acquainted with different cuts.

If you would like any further information on our activities please do not hesitate to contact Gordon Sloan on 0131 472 4040 or by email.