Quality Meat Scotland is investing £200,000 in the programme which is designed to highlight the freshness of Specially Selected Scotch lamb.
A media campaign is now running, targeting regular lamb consumers, persuading them to choose Scotch.
QMS marketing controller Andrew Ovens said: “This is the first national campaign extolling the benefits of eating Scotch lamb.
“Research indicates that around half of Scots consumers and a fifth from England and Wales think Scotch lamb is the best available. This shows huge potential.”
Quality Meat Scotland said it was also making significant inroads with European retailers to increase the amount of Scotch lamb being sold on the continent.