A £200,000 press advertising campaign increased consumer awareness of Scotch lamb to levels never seen before, according to promotional body Quality Meat Scotland.
The campaign, which ran in September, is being credited with more than doubling awareness rates of Scotch lamb.
A survey showed 40% of consumers in Scotland were aware of Scotch lamb in September, compared with 19% in September 2003.
Increased awareness rates continued after the campaign finished, with a 30% rating in December compared with 12% a year earlier.
Quality Meat Scotland said the survey also showed that, in terms of awareness levels, Scotch lamb had closed the gap with English lamb south of the border. Both Scotch lamb and English lamb had 8% awareness among the English in September.
Marketing controller Andrew Ovens said: “These results prove the campaign messages are getting through.”