Quality Meat Scotland renews key agency partnerships

Quality Meat Scotland (QMS), the Non Departmental Public Body tasked with promoting Scotch Beef, Scotch Lamb, and Specially Selected Pork, is pleased to announce the reappointment of EssenceMediacom Scotland and Sunshine The Social Agency as part of its agency lineup following an extensive tender process.

The agencies will be responsible for elevating the visibility of the Scotch Beef, Scotch Lamb, and Specially Selected Pork brands among consumers and shoppers through innovative and cohesive brand activities and engaging social media content.

EssenceMediacom Scotland, who have been working with QMS since 2021, will continue to provide media buying services along with the provision of insight and research for QMS’s brand activities. Their expertise is crucial in ensuring efficient allocation of media resources and maximising the reach of the QMS campaigns.

Sunshine will manage the social strategy, content creation, community management and influencer partnerships for Make it Scotch, the consumer-facing arm of QMS. Their role is central to engaging with and expanding QMS’s online community and enhancing brand visibility across these platforms. This marks the 8th year of the partnership, which has seen a wealth of exciting content.

These agencies join Multiply, who handles integrated marketing, and Stripe Communications, who manage the consumer press office – both of whom were appointed following tenders earlier this year. Together, they form a comprehensive and dynamic team poised to deliver QMS’s three-year creative campaign proposition, ‘When You Know You Know.’

The four-agency team for QMS will work together to continue to promote QMS’s efforts to champion Scotland’s exceptional red meat products, promoting the three brands as symbols of integrity and emphasising quality, provenance, sustainability, and animal welfare.

Jane McTaggart, Managing Director at EssenceMediacom said: “We’re incredibly excited to continue our journey with QMS and the other fantastic agencies on board. Since 2021, we have been dedicated to elevating Scotch Beef, Scotch Lamb, and Specially Selected Pork, ensuring the Scotch brands receive the recognition they deserve.

“We look forward to building on the momentum we’ve established so far and collaborating with the other agencies to deliver impactful and dynamic results.”

Jenny Emslie, CEO at Sunshine added: “Historically we’ve had an exceptional working relationship with the QMS team, growing the Make it Scotch channels through creative ideas, engaging content and meaningful partnerships.

“As a team we are looking forward to continuing to navigate the ever-changing world of social media together, creating thumb-stopping and delicious content that champions the incredible Make it Scotch brands.”

Emma Heath, Quality Meat Scotland’s Marketing Director, said: “The pitch process was fair and thorough, and we saw some great work from all agencies involved. 

“We are delighted that both EssenceMediacom Scotland and Sunshine retained their place on our agency roster which ensures that we continue to benefit from their deep understanding, and proven track record in their creative industries.

“Their contributions, alongside Multiply and Stripe Communications, are vital as we continue to roll out our ‘When You Know You Know’ brand campaign.

“This cohesive agency collaboration will help us drive awareness and appreciation for the Scotch brands, emphasising their quality assurance and local sourcing.

“We have a strong team on board at this exciting time of the QMS brand’s journey to truly bring to life what’s behind the labels”