Hybu Cig Cymru appoints Weber Shandwick to promote Welsh meat
Hybu Cig Cymru (HCC) Meat Promotion Wales has appointed Weber Shandwick to handle offline and online PR for Welsh lamb and beef.
Weber Shandwick will be expected to raise awareness and recognition of Welsh lamb, which has Protected Geographical Indication (PGI) status in order to stimulate demand and consumption throughout the UK. It will be will be handled by Weber Shandwick’s food & nutrition network team based in Manchester.
Alan Morris, communications manager at HCC, said: “There’s a great synergy between Weber Shandwick’s experience and expertise, and what we need from a PR agency. The agency’s proposals proved the team was not only extremely insightful but also very innovative and inspiring. After an extremely competitive pitch, we feel confident we have chosen the agency that will help us deliver our reputation for quality.”
Jo Leah, managing director at Weber Shandwick North, said: “This is an exciting win for us and we look forward to using our expertise in the food sector to promote this world-renowned meat and its coveted, Euopean-commissioned PGI status. The European mark helps to provide a compelling story when engaging the media and public alike.”