Quality Meat Scotland is encouraging farmers and others involved in the production and retail of Scotch Lamb PGI to really get behind the new campaign which launches next week.
The “Scotch Lamb, Naturally” campaign is set to inspire and encourage consumers in Scotland to seek out lamb as a tasty, quick, easy meal.
The nine-week long campaign, which starts on August 27, will for the first time include television advertising as part of the promotional mix, along with billboard, press, digital, social and radio advertising.
The organisation is urging farmers to help cascade the messages about Scotch Lamb and inviting them to follow Scotch Kitchen (QMS’s consumer-facing social platform) on Facebook, Twitter and Instagram.
“It could make a huge difference to the campaign if those working in the industry can take the time to spread the word, and like and share recipes and key lamb messages via social media,” said Carol McLaren, director of marketing and communications with QMS.
A network of Scotch Lamb champions from around the country is being established to help drive home the message to consumers up and down the country. 
The support of these “Lambassadors” will be invaluable to the success of the 2018 campaign. 
Farmers are also being urged to support a number of new initiatives set to be undertaken during #lovelambweek, which runs from September 1 to 7. 
This will include a social media “Scotch Lamb Challenge” which will see people sharing their own recipes, lamb dishes and lambassador experiences via Facebook, Twitter and Instagram and nominating others to do so.
And butchers and chefs will also be joining in the campaign activity. Scotch Butchers Club members who serve lamb will receive point of sale kits featuring the new “Scotch Lamb, Naturally” creative and recipes from six “hero” lamb dishes.