Summary
HE IS the highland hunk who has the job of selling Scotch beef to the affluent farmers' market shoppers of London. Shot in Glencoe, this is the image that will be displayed at underground stations and on bus hoardings across the capital as part of a GBP 1.2 million campaign due to launch next month.
Edinburgh-born Chris Capaldi, aged 28, is being rolled out as the new "Glen" - the name for the muscled figure in T-shirt and kilt who has been the poster boy for Scotch beef since 2001. His predecessor, 35-year-old James Devlin, played Glen from the outset but was retired when his contract came up for renewal at the end of last year.See the full content of this document
Extract
Beefing Up the Role of Glen
Giles Moffat from The Union, the Edinburgh marketing agency that devised Glen, has a clear mission in mind for the finely-chiselled beefcake who appears on posters with the tagline: "Scotch Beef. The natural choice."
"Glen is a franchise," says Moffat. "We think the ...See the full content of this document
Sponsored links
