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Farmers attending this week’s sheep sales at United Auctions Stirling will have the opportunity to join in the Love Lamb Week (1 - 7 September) initiatives.

The Mart Café catering team at United Auctions will be serving up delicious Scotch Lamb PGI dishes, including shepherd’s pie, lamb burgers and roast lamb, to tempt hungry sale-goers.

The timing of Love Lamb Week coincides with the launch of a brand new Quality Meat Scotland (QMS) campaign - “Scotch Lamb, Naturally” - to inspire and encourage consumers in Scotland to seek out lamb as a tasty, quick, simple meal.

The nine-week long campaign will for the first time include television advertising as part of the promotional mix, along with billboard, press, digital, social and radio advertising.

The TV advertising will run for the entire month of October as part of the 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.

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.

“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 growing 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.