With the strapline: “There’s beef… Then there’s Scotch Beef,” the two-month campaign is aimed at Londoners and Scots alike, and hopes to put the focus back on roasting joints – with 157 million fewer roast dinners cooked in the past year – and communal dining.
It follows new YouGov research (commissioned by QMS) which found that 48% of UK adults who live with family or housemates do not sit down to a daily meal with them.
In fact, 64% regularly watch TV while eating; 20% browse the internet on their mobile; 19% use a tablet or computer; 15% text or email and 6% video call over dinner.
QMS marketing controller, Suzie Carlaw, said: “We have worked incredibly hard over the last few years to build the Scotch Beef brand and every single person involved in the process, from farm to fork, should be proud of its success to date.
“The dedication of the industry is second-to-none and we have worked together to create a world-class brand which delivers on its commitment to quality and taste.
“This new campaign will continue to build on Scotch Beef’s reputation as the best possible beef from Scotland, increasing awareness and sales.”