Miss Scotland backs QMS campaign

Miss Scotland, Ellie McKeating, is backing a campaign by QMS

Miss Scotland has done her bit to promote Scottish lamb by donning a unique dress created with Scottish wool by designer Alison Harm.

Ellie McKeating, 19, who was awarded the coveted title in May, was enlisted by Quality Meat Scotland (QMS) to aid its ‘Wham Bam Thank You Lamb’ campaign, which aims to encourage consumers to understand the “versatility, simplicity and speed” of cooking with lamb.

“I have always loved Scotch lamb and it is hard to understand why more Scots don’t appreciate this fantastic product right on their doorsteps,” said McKeating.

“I’ve been learning more about the quality assurance and traceability behind Scotch Lamb and I’m looking forward to meeting farmers and consumers in the coming weeks.”

Wham Bam Thank You Lamb will see Miss Scotland swapping the catwalk for the countryside at several venues during the upcoming Love Scotch Lamb weekend, 23-24 August.

Over the course of the weekend, Scottish sheep farmers plan to take to the streets and talk to the public about the ins and outs of producing high-quality Scotch lamb.

“We are justifiably proud of the lamb we produce in Scotland, and by tempting shoppers with a wee taste of this fantastic product, we hope to remind those who regularly buy lamb about what a fantastic, versatile meat it is,” said sheep farmer Martin Kennedy, representing the Scottish National Farmers’ Union.

“At the same time, there is a new generation of shoppers out there that we want to encourage to love Scotch lamb.”

QMS expects to reach more than 3.6 million people with billboard, press and radio advertising as well as online and in-store activity.

Last year’s Wham Bam campaign won two silver awards at the annual Scottish Marketing Society awards.