Scotch Lamb will be marketed on television for the first time with an ad campaign to promote the new season meat.

The ads, which go live throughout Scotland on STV on 31 August under the strapline 'It's hot this autumn', have been developed to encourage Scots to rediscover the taste and versatility of Scottish lamb during the season.

Although sales volumes of Scottish-origin lamb north of the border had increased year-on-year, Scots only ate half as much lamb as the English and Welsh, said QMS head of marketing Laurent Vernet.

The new push, part of this year's wider £180,000 QMS Festival of Lamb campaign, was welcomed by rural affairs secretary Richard Lochhead. "Scotch lamb is often at its most succulent at this time of year," he said.

QMS is also giving out banners to retailers calling on the public to look out for Scotch lamb.