Make it Scotch

Creating social 'field cred'

Make it Scotch is the consumer face of Quality Meat Scotland, aiming to educate consumers from farm to fork about Scotch Beef, Lamb & Pork.

I contributed to the creative social content for many years, but the chef’s kiss has to be contributing to the Field Cred campaign – targeting modern ‘flexitarians’ with bold content that started conversations.

Client: Quality Meat Scotland

Services: Design, retouching, video, copy

Contract: Sunshine, Employed (link)

Collaborators: Guy & Co (link)

Year: 2021-2022

A mockup showing the hero Field Cred campaign image, plus screenshots of social media content.

Designing for key steak-holders

Variety is the spice of life – especially when said spice is for food content. The art direction was rustic and bold, with supporting images falling within a tailored colour scheme. 

On top of this, video content was produced, split between recipe videos, infographics and interviews. For this, I helped with pre/post production, story boarding and editing each short-form video.

A farmer walking in muddy farmland with hashtag field cred edited around him.
A typographic image asking: What are farmers doing to help climate change?

Supporting with email & stories

On top of the main social media rollout, I was also responsible for interactive Instagram Story content. I also built the email templates (on Mailchimp) and created a welcome automation. For each of these elements, I designed and wrote the copy. How’s that for streamlining?

A mobile phone mockup with email newsletter designs, plus two examples of Instagram stories.

Collaborations

A multi-agency collaboration, the campaign was coined by Guy & Co. then translated to social media by my then-agency, Sunshine. I worked with an account director, social strategist, copywriter and videographer.

Agency results

  • 4x seasonal campaigns per year
  • 2-3% avg. engagement rate
  • 7 million reach per quarter on FB.
  • 350K video views during campaign period
  • 20% avg. email open rate (highs of 40%)

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