Scottish Rugby has agreed a partnership with Quality Meat Scotland to promote the Scotch Beef brand.
The one-year agreement sees Scotch Beef become the Official Healthy Eating Partner of Scottish Rugby.
QMS will deliver a range of activities with Scottish Rugby in the coming 12 months, including an initiative to raise the profile of the importance of healthy eating as part of the national governing body’s schools programmes.
The Scotch Beef brand’s sustainability credentials will also be highlighted in the partnership, which will see the brand profiled at home international matches. This commenced with Scotland’s opening match of the Six Nations, a 33-20 win over Italy at Murrayfield stadium on Saturday.
A ‘Scotch Beef Fan of the Match’ award will be announced at half-time during games. The brand will also be showcased via pitch-side LED advertising during the matches as well as engaging with fans at the forthcoming open training sessions.
The announcement comes as QMS gears up to launch a major marketing and PR campaign behind Scotch Beef with the objective of increasing consumer awareness of what is behind the brand.
Carol McLaren, director of marketing and communications at QMS, said: “It is vital that consumers are informed of the facts about Scotch Beef, given the confusion being caused by misinformation, so they can make informed purchase decisions.
“Our message is very simple – if people look for the Scotch Beef label they know they are buying a quality product underpinned by world-leading quality assurance and produced by people who care.”
Toni Blackhurst, head of marketing and sponsorship at Scottish Rugby, added: “We are looking forward to working with QMS on a range of initiatives, including involving them in our schools programmes and increasing the focus on healthy eating and nutrition in our schools’ activity.
“Partnering with Scottish brands who share the same global ambitions as Scottish Rugby is key in helping us to internationalise our brand while promoting Scotland around the world.”