HCC launches new campaign to promote Welsh Lamb
Hybu Cig Cymru - Meat Promotion Wales (HCC), the organisation responsible for the development, promotion and marketing of Welsh meat, has launched a new national advertising campaign to promote Welsh Lamb.
Bath-based integrated communications firm The Agency has developed a fully integrated campaign called “Not all lamb is created equal”, designed to reach both consumers and the trade. The campaign includes TV advertising, press, online and point of sale initiatives as well as a social media outreach programme, aiming to reach people at every consumer touch point.
Phillippa Gill, brand marketing executive at HCC, said: “We have recognised that the world has changed, and we needed to find new ways to connect with people and grow the Welsh Lamb brand by raising awareness of its unrivalled quality. We are always ahead of the market with our campaigns, and this campaign developed in partnership with The Agency is no exception.”
Saman Mansourpour, managing director at The Agency, said: “Many discerning people want the best food on their plate, and these are the people we are targeting. With the fragmentation of media, and the dominance of the digital media landscape, taking an integrated approach is the key to engagement in such a competitive marketplace.”
Welsh Lamb has Protected Geographical Indication (PGI) status which advocates the quality of the produce and the traceability of the production process surrounding the meat.
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