Borders farmer Hamish Dykes is set to make an appearance in the new Scotch Lamb TV advert which will be launched by Quality Meat Scotland (QMS) next week.
Hamish and his handsome working dog, Doug, were filmed on the family farm, South Slipperfield, for the advert which will make its debut on Monday, October 1.
Scots consume only around half of the average UK consumption of lamb per head and the TV campaign forms part of a major on-going drive to inspire Scots about this delicious natural ingredient.
The majority of the 30 second advert focuses on a selection of delicious and simple Scotch Lamb PGI dishes, to highlight to consumers how quick and easy lamb can be. Hamish appears near the start of the advert and communicates a sense of the pride of the farmers who produce Scotch Lamb.
Hamish, who farms with his wife Susie, starred with his family in the hit BBC series Lambing Live a few years ago. The couple, and their children, are among a network of Scotch Lamb champions around the country who are supporting the QMS campaign to inspire Scots about the fantastic natural product which they have on their doorsteps.
The TV advertising will be complimented by a radio campaign in October and forms part of QMS’s “Scotch Lamb, Naturally” campaign to inspire and encourage consumers in Scotland to seek out lamb as a tasty, quick, simple meal. The nine-week long campaign also includes billboard, press, digital, social and radio advertising.
It will run for the entire month of October as part of a major drive behind Scotch Lamb PGI, partly financed by £200,000 of support from the Scottish Government announced by the First Minister at Turriff Show.
The new campaign highlights what sets Scotch Lamb PGI apart as well as its versatility and simplicity as a cooking ingredient and is set to reach 4.2 million consumers (94% of the adult population) during September and October.
“We are delighted with the new TV advert which communicates the care and pride those working in our industry share in the Scotch Lamb they produce as well as just how simple and quick lamb is to share as a meal for any day of the week,” said Carol McLaren, Director of Marketing and Communications with QMS.
“Scotch Lamb is gem in Scotland’s fantastic larder of natural ingredients and we are looking forward to the new TV campaign playing a key part in helping to inspire people to take a fresh look at lamb.”
Butchers and chefs will also be joining in the campaign activity. Scotch Butchers Club members who serve lamb have received point of sale kits featuring the new “Scotch Lamb, Naturally” creative and recipes from six “hero” lamb dishes.
Search is on for Scotch Lamb PGI Surf ‘n’ Turf Chef of the Year 2018
The search is on to find a top chef worthy of being crowned the Scotch Lamb PGI Surf ‘n’ Turf Chef of the Year 2018.
The annual competition, which is open to members of Quality Meat Scotland’s Scotch Beef Club and/or members of the Scottish Chefs Federation, aims to find the ultimate Surf ‘n’ Turf recipe which showcases the versatility of Scotch Lamb PGI and Seafood from Scotland.
To enter the competition, chefs are invited to submit their best and most innovative Surf ‘n’ Turf recipes along with two photographs of their dish.
The six best entries will then be selected by a group of five experienced judges from the Scottish Chefs Federation, Seafood Scotland and the National Sheep Association.
The judges will be looking for top quality dishes which highlight the versatility of Scotch Lamb and Seafood from Scotland, as well as skill, innovation and exceptional taste.
The winner will be announced at the Scottish Chefs Conference dinner on Monday 5th November, where the winning dish will be served.
To make victory taste even sweeter, the winner will receive an overnight stay for two people at Scotch Beef Club member hotel, The Balmoral in Edinburgh, as well as a dinner for two at the Michelin-starred, fine-dining restaurant, Number One.
Ciara Etherson, PR and Marketing Executive with Quality Meat Scotland (QMS), said: “We hope this competition will encourage chefs throughout Great Britain to explore Scotland’s exceptional larder, experiment with new recipe styles and consider Scotch Lamb as a tasty alternative for the traditional surf ‘n’ turf.
“Competitors will have the chance to show off their creative flair with a surf ‘n’ turf recipe based on quality products such as Scotch Lamb PGI and Scottish Seafood.
“With inspiring imagery being submitted to help support their dish, we want to truly tantalise the taste buds of the renowned judging panel and give them a great selection of recipes to choose from.”
Natalie Bell, Trade Marketing Manager at Seafood Scotland said: “Seafood Scotland are delighted to again be working with QMS.
“An event like this is a great opportunity for us to be able to showcase Scotland’s larder and to show the versatility of Scottish seafood and red meat”
The closing date for entries is October 22, 2018 and the preliminary judging round will take place on Tuesday, October 30 at Dundee and Angus College.
To enter the Scotch Lamb PGI Surf ‘n’ Turf Chef of the Year competition, please send a recipe and related images to cetherson@qmscotland.co.uk.
Caption (LtoR): Clement Boucherit of Langoustines The Box and Chef Jamie Scott of The Newport launching the Scotch Lamb PGI Surf ‘n’ Turf Chef of the Year 2018 Awards.