QMS
Project: Bite Back
The marinade that fends off midges
Quality Meat Scotland wanted to elevate the nation’s beef and lamb brands by demonstrating the difference of eating Scottish. We went after a young audience of flexitarians who love barbecues but hate midges, by creating a very special marinade…
01The Context
Quality Meat Scotland wanted to reach a younger audience and elevate the nation’s beef and lamb brands by demonstrating the difference of eating Scottish.
02The Move
To highlight the deliciousness of Scottish red meat to a young audience of flexitarians who love barbecues but hate midges.
03The Action
Bite Back: a marinade that perfectly complements Scottish beef and lamb but also, thanks to careful selection of ingredients, fends off midges.
04The Impact
20+ pieces of print coverage, 7.7m in earned media. A role in the surpassing of 2022 sales target of Scottish red meat. And almost 2000 bottles of Bite Back sold.
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