A new TV advert urging shoppers to buy Scottish pork has been launched.
The advert, which is to air at 9.15pm on STV and Borders TV, forms part of a six-week campaign to promote Specially Selected Pork.
It is predicted to reach more than 4.2 million consumers and, in addition to the TV campaign, will include billboard, press, digital, social and radio advertising.
Run by red meat promotion body Quality Meat Scotland (QMS), the Go Places with Pork campaign encourages Scottish consumers to try adventurous new pork dishes which are perfect for midweek family meals.
It sets out to take consumers on a journey around the globe by showcasing dishes from countries including Japan, Austria, Spain and Brazil.
QMS said the TV advert, which is set to run for four weeks, had been partly funded by £125,000 from the Scottish Government.
The organisation’s director of marketing and communications, Carol McLaren, said: “The campaign messaging is supported by in-depth market research identifying our target audience and their existing perceptions of the Specially Selected Pork brand and pork in general.
“The Go Places with Pork campaign seeks to position pork as a great alternative to traditional choices, with its affordability, versatility and fantastic flavour making it the perfect choice for midweek family meals.”
More than 200 Scotch Butchers Club member butchers will also receive point of sale kits featuring the Go Places with Pork creatives and recipes to help them boost their sales of Specially Selected Pork.
In-store sampling activity will also take place with key retailers throughout the campaign.