The face of Scottish beef, Glen, is to venture south as part of £1m promotional drive in England. The kilted Scot - played by actor James Devlin - will appear in TV ads aired from August in London, the south east and the Midlands.
This will be preceded by below-the-line activity in supermarkets, leading butchers and restaurants.
In Scotland, Glen has raised consumer awareness of the Scottish beef brand from 20% to 90% in just three years.
Jan Polley, chief executive of Quality Meat Scotland, said she was confident the promotion would raise awareness in England from 20% to 40-50%.