Lamb TV and Press campaign to break next week
A £750,000 TV and press campaign promoting Welsh Lamb, created by the Cardiff office of Golley Slater, is to break on ITV 1, UKTV Food and S4C, next week. Media is also being bought through Golley Slater.
Press advertisements will run in national publications such as The Times, Guardian Weekend, Observer Food Monthly, Delicious, BBC Good Food, Waitrose Food Illustrated & Good Housekeeping.
The ads feature newly commissioned location photography by Julian Calverley, who was briefed to deliver dramatic shots of the Welsh landscape that is responsible for producing premium quality Lamb.
The TV commercial was filmed in the Brecon Beacons and alternates between shots of a rain-lashed cottage and a lovingly prepared leg of Welsh Lamb.
A beef TV commercial and press campaign will also launch in November.
The campaign pays homage to the unique environment and climate of Wales, demonstrating the clearly defined link between the quality of the natural environment and the quality of the meat.
Stuart Rideout, from production company Ridley Scott Associates, brought in movie rain machines rather than relying on the notoriously unpredictable local weather, says Sion Ashley-Jones, MD of the Cardiff office of Golley Slater Advertising.
Actor Matthew Rhys has been signed up to provide the voice-over on both the lamb and beef TV commercials.
Media for the campaign is also being bought through Golley Slater, which, as The Drum revealed last month, secured the media account in a seven-way pitch against Ogilvy & Mather, McCann Erickson, Matters Media, Total Media, The Media Shop and Thomas Media.