New figures from independent research firm TNS show that in Scotland in the four weeks to 25 January 2009 there was a value increase of sales of 15 per cent to £5 million, but volume also jumped six per cent to 1,039 tonnes. This outstripped British figures, with nine per cent growth in value and only two per cent in volume.

QMS Head of Marketing, Laurent Vernet, said: “This lift in sales followed our high profile campaign, which during the month of January focused on healthy living and the versatility of Specially Selected Pork.

“What’s particularly positive for the sector is that the figures also show the number of Scots buying pork has increased by four per cent as well as the amount sold.”

Bringing the healthy living message home, five lucky Scots won local gym memberships and personal training sessions through the Specially Selected Pork radio campaigns.

He added: “The support from the Scottish Government has enabled us to run a larger and more sophisticated campaign which seems to have struck a chord with Scots shoppers looking for good value, healthy options for their families in the New Year.

“It also came as people were looking for local, high welfare alternatives to imported pork and our clear message of provenance, assurance and traceability really hit the mark.”

Cabinet Secretary for Rural Affairs and Environment, Richard Lochhead said: “I am greatly heartened to learn that the Scottish Government’s investment in the Scottish pig industry is already delivering real results for the industry and the consumer.

“Scottish produce is acknowledged to be amongst the best in the world and increased sales of Scottish pork means consumers are not only obtaining a high quality product but that farmers and the economy also benefit.”

The Specially Selected campaign will continue from the end of March with a fresh new look on billboards, bus stops, taxis and STV television ads.