Quality Meat Scotland is encouraging Brits to 'Buy Local' rather than imported lamb as part of a new campaign for Scotch Lamb.

The four-week campaign, launched last week, features billboards at major retailers and an ad on the cover wrap to The Times Food and Drink Supplement.

The campaign highlights the centuries of tradition behind Scotch Lamb. "Scotch Lamb is produced very naturally, with the meat taking on the flavour of the pastures in different parts of Scotland," said a QMS spokeswoman.