Red meat promotion body Quality Meat Scotland's campaign is aimed at increasing the consumption and awareness of fresh pork across Scotland.
Under the Specially Selected Pork brand, QMS have produced three new radio adverts that hit the airwaves across Scotland today, featuring Scottish actress Michelle Gomez, recently seen in Channel 4 show Green Wing.
Laurent Vernet, head of marketing at QMS, said: "Backing up the radio campaign will be a comprehensive sampling tour alongside Scottish retailers.
"This will involve a branded sampling vehicle designed to entice shoppers to try pork and to include it more often in their cooking.
"The in store brand ambassadors will be creating a buzz in the supermarket aisles, directing consumers to the pork chillers as well as handing out recipes within the store. The campaign will also be maximising opportunities with members of the Scotch Butchers Club."
Specially Selected Pork is reared and slaughtered on assured farms and processors in Scotland as part of the QMS assurance