The 13 week campaign will showcase Scotch Beef and the flavour, provenance, traceability and integrity which underpin the brand’s PGI (Protected Geographical Indication) status.

Kitchin said: “I firmly believe that Scotland’s natural larder is without doubt one of the best in the world, we’re lucky to have such outstanding produce here on our doorstep and Scotch Beef is a perfect example of this.”

“As a chef, it’s one of my favourite ingredients because it’s so incredibly versatile. From a roast sirloin steak to slow cooked beef cheeks, it never fails to disappoint. This campaign is the perfect opportunity to showcase just how good Scotch Beef is and will hopefully encourage the rest of the UK to try the wonderful produce Scotland has to offer.”

With the strapline of “There’s beef, there’s Scottish beef, then there’s Scotch Beef”, the campaign will target 10 million consumers across Greater London and the Home Counties during February, March and April and aims to inform, educate and inspire them to use Scotch Beef when they cook. The campaign will also run in Scotland during March and April.

A key objective of the 2016 campaign is to clearly differentiate Scotch Beef, and the marketing push will include billboard and press advertising as well as on-line activity.

Three hundred independent butchers, who are members of the Scotch Butchers Club, will also receive promotional packs with steak sauce recipe cards and resources to help them boost their sales of Scotch Beef steaks.