Quality Meat Scotland is to promote quality, high welfare and traceability in a new Scotland-wide marketing drive for red meat.

The Get Behind The Label campaign will highlight the livestock husbandry skills, tradition and heritage promised under the Scotch Beef, Scotch Lamb and Specially Selected Pork labels.

Themed billboards running for five months will feature Scottish livestock farmers, and consumers will also be able to visit a virtual farm.

Scotch beef and lamb were among the first European red meat products to be granted PGI status, added QMS chairman, Jim McLaren. "Our quality assurance schemes are among the best in the world," he said.

The Scottish red meat industry contributes about £1.65bn to Scotland's economy annually, and supports 50,000 jobs.