With Easter set to be very different from usual for many families in Scotland, Quality Meat Scotland (QMS) has partnered with two national newspapers to help readers experience “Easter with a Difference”.

The series of articles, which launched this week, will reach 1.4 million adults in Scotland and will focus on home cooking tips and getting people to make the most of what they have in the house, looking at different cuts of beef and lamb and offering delicious and easy recipes.

Materials will also be made available for parents and teachers to share with children and help them learn basic cooking skills through easy to follow, nutritious recipes.

Readers are encouraged to defrost the joint of meat that’s been in the freezer – or order a delivery from their local Scotch Butcher Club butcher – and get the kids involved in the fun of cooking.

The campaign will be supported by targeted social media activity, encouraging people to vote for what they’ll be cooking – between beef and lamb – with the winning recipe shared alongside ideas for using up leftover food.

Lesley Cameron, director of marketing and communications at Quality Meat Scotland, said: “One thing the past few weeks has taught us is that the kitchen really is the heart of our home.

With children learning to cook and families coming together more at mealtimes during lockdown, we want to say thanks to the simple joy of an Easter Sunday roast or a tasty steak and red wine by giving consumers easy ways to enjoy our world-class products.

“We would also encourage people to support their local Scotch Butcher Club butcher by ordering meat if they don’t already have it at home, as many are offering deliveries during this time.”

In the coming weeks, there will be plenty of fun and easy recipe ideas available on The Scotch Kitchen website featuring well-known Scotch chefs and influencers.