Quality Meat Scotland: Make the most of your roast - Scottish Effectiveness Awards Case Study 2005

Brief Description: An educational campaign was used to change years of consumer behaviour, that of cooking pork joints in foil and so causing the meat to lose its taste and so deterring repeat purchase. The campaign challenged the way the meat was cooked and the sale of pork joints went up ;---(TAGS)--- Full Title: Quality Meat Scotland - Make the most of your roast - How an advertising idea fundamentally changed Scots' cooking habits and opened their eyes to roast pork ; Number: S2005/32 ; Brand Name: Scotch Pork ; Client: Quality Meat Scotland ; IPA_ProductCoding: Food (Meat - fresh, canned, frozen) ; Agency: The Union ; Author: GILES MOFFATT ;