Quality Meat Scotland (QMS) is to launch a nationwide campaign to promote Scotch lamb. The £200,000 UK-wide promotion, which will highlight the freshness of specially selected Scotch Lamb, is designed to stimulate Scottish sheep production and establish Scotch lamb as first choice for consumers in the domestic market.
The media campaign, which began this week, is targeted at regular lamb consumers, persuading them of the benefits of choosing Scotch lamb over its rivals. The promotion, based on extensive consumer research, features an effective message stressing the freshness of the product complemented by powerful images of Scottish scenery.
"This is the first national campaign extolling the benefits of eating Scotch lamb the length and breadth of the UK," said QMS chairman Jim Walker.
Around three million lambs are produced in Scotland each year. By increasing branding opportunities for Scotch lamb, QMS believes that it can improve the numbers of animals slaughtered in Scotland and generate greater profitability for this important sector of the red meat industry.