The first ever TV advert to promote Scotch Lamb TV will launch next week.
The advert, which makes its debut on Monday, has been organised by Quality Meat Scotland (QMS) and part funded by £200,000 of Scottish Government support announced by First Minister Nicola Sturgeon at the Turriff Show.
It will feature Borders farmer Hamish Dykes, of South Slipperfield Farm, and his working dog, Doug.
Mr Dyke, who farms with his wife Susie, is no stranger to the limelight, having previously starred with his family in the popular BBC series Lambing Live.
He features at the start of the 30-second advert and communicates a sense of the pride of the farmers and crofters who produce Scotch Lamb.
QMS director of marketing and communications, Carol McLaren, said the TV advert was part of an industry-wide campaign to boost sales of Scotch Lamb.
The nine-week long campaign – Scotch Lamb, Naturally – aims to inspire and encourage consumers in Scotland to seek out lamb as a tasty, quick, simple meal.
Ms McLaren said: “We are delighted with the new TV advert which communicates the care and pride those working in our industry share in the Scotch Lamb they produce as well as just how simple and quick lamb is to share as a meal for any day of the week.
“Scotch Lamb is a gem in Scotland’s fantastic larder of natural ingredients and we are looking forward to the new TV campaign playing a key part in helping to inspire people to take a fresh look at lamb.”