Miss Scotland, Ellie McKeating, stepped out in a stunning Scotch Lamb PGI branded dress to launch a new Quality Meat Scotland (QMS) campaign.
The unique dress, created using Scottish wool by Edinburgh-based designer Alison Harm at Psychomoda, celebrates 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.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
