3x1 brought in to get Scots to eat more meat

Quality Meat Scotland, the representative body for the Scottish meat industry, is stepping up its PR activity in an attempt to get Scots to eat more red meat.

Glasgow-based PR shop 3x1 has been hired following a three-way pitch and is charged with rolling out its nationwide comms campaign ‘Feel Good About Meat’ over the next six months.

The agency will promote the message that red meat should be eaten as part of a balanced diet.

The agency will target regular meat purchases and also aims to widen the appeal to occasional consumers and a younger market.

Scotland rugby star Kenny Logan is the new campaign ambassador.

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