Quality Meat Scotland is launching a £250,000 advertising and promotional campaign to raise consumer awareness of the "seasonal succulence" of Scotch lamb.

The campaign coincides with Scottish Food Fortnight, which starts today, and includes a search for top chefs who are Scotch Lamb Champions.

Historically, Scottish consumers had eaten less lamb per head than those south of the border but consumption had picked up in the past 12 months, said QMS head of marketing Laurent Vernet.