Hybu Cig Cymru – Meat Promotion Wales (HCC), the organisation responsible for the development, promotion and marketing of Welsh meat and Bath-based integrated communications firm AgencyUK, have launched this year’s national advertising campaign to promote Welsh Lamb. The campaign’s strategic objective is to increase awareness of the brand and clearly differentiate it from the competition.
AgencyUK have developed a fully integrated campaign called “Not all lamb is created equal” which is 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.
“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” says Saman Mansourpour, Managing Director at AgencyUK.
The campaign aims to reach people at every consumer touch point, whether they’re browsing food magazines, searching for recipes online, doing their weekly supermarket shop or simply perusing the meat counter at their local butchers.
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. PGI status is appointed by the EC for only the very best of European agricultural produce and is therefore a fantastic accolade to bear.
The advertising campaign will be supported with on-pack competitions where foodies can show off their own kitchen wizardry cooking with Welsh Lamb.
“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 AgencyUK is no exception”, says Philippa Gill, Brand Marketing Executive, Hybu Cig Cymru – Meat Promotion Wales.
The Welsh Lamb campaign launch is the latest in a series of good news stories published about AgencyUK, who have recently been ranked the UK’s No.1 Independent Agency in the 2014 Drum Agency Census.
“Our success in 2014 is down to bold clients with an appetite for acquiring market share, a more favourable economic climate as well as our Independent Agency of the Year ranking, which has helped us raise our profile with key company decision makers. But we’ll never forget that it’s the expertise and commitment of our team that defines us and the passion we share with our clients that allows us to create award winning work” says Mansourpour.