Maclean said: “Our beef is just simply incredible and what sets it apart is the traditional production methods used plus the generations of farmers working to maintain that high quality.”
The campaign, with the strapline ‘There’s beef, there’s Scottish beef, then there’s Scotch Beef’, will target over 14 million consumers across the UK through digital and billboard advertising.
Suzie Carlaw, marketing controller at QMS, said: “The timing of this year’s campaign fits in perfectly with Easter - a great opportunity to get friends and family around the table to celebrate with a fantastic roast of Scotch Beef which oozes quality and taste.”
The Scotch Beef PGI brand is given to beef products which meets the specifications regarding welfare and production methods. The brand holds Protected Geographical Indication (PGI) status to protect it from imitation.