Miss Scotland, Ellie McKeating, has stepped out in a stunning Scotch Lamb PGI branded dress to launch a new Quality Meat Scotland campaign.
The unique dress, created using Scottish wool by Edinburgh-based designer Alison Harm, is intended to celebrate the high quality and natural wholesomeness of Scotch Lamb.
The launch event marks the start of a major advertising campaign by QMS which is set to reach 90% of Scottish adults more than 3.6 million people.
The key objective of the ‘Wham Bam Thank You Lamb’ campaign is to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb.
The three-month long campaign will feature billboard, press and radio advertising as well as on-line and in-store activity including 165 days of activity by Scotch Lambassadors in Tesco and Asda.
A new component of this year’s campaign is the ‘Love Scotch Lamb Weekend’.
This will take place on August 23 and 24.
To learn more about Scotch Lamb, Miss McKeating switched her high heels for wellington boots to visit Tillyrie, near Milnathort, where Mark Thomson and family run 400 ewes.
Aberfeldy sheep farmer Martin Kennedy, representing NFU Scotland, said: “We are going to have dozens of Scottish sheep farmers around the country on Love Scotch Lamb weekend, talking to the public about what goes in to putting fresh, tasty Scotch Lamb on their plates.”