On 21st July 2015, Gareth Matheson, a former RAF Valley Chef revealed the top-secret recipe for Prince William’s favourite burger: The Royal Welsh Lamb burger. The stunt was orchestrated by Bath-based The Agency, the UK’s no.1 small independent marketing agency, who manage all consumer communications for Welsh Lamb.
In just over a week, the stunt has resulted in widespread international media coverage for Welsh Lamb, with an OTS of 170 million which is growing every day. Coverage highlights include Loose Women, The Telegraph, two mentions in The Metro, Mail Online and The Times. Burger King even piggy-backed the stunt by delivering a bespoke lamb burger to Kensington Place. On social media, the story had 3,555,698 impressions and 1,820,758 accounts were reached.
The stunt came as part of The Agency’s summer campaign to raise awareness of Welsh Lamb. The Agency’s Social and PR team orchestrated the stunt by tracking down the chef who now resides in Bangor, arranging a photoshoot at the HCC stand at The Royal Welsh Show in Builth Wells and ensuring appropriate branding at the location. The story and images were then distributed to the press that same afternoon. The ‘Royal Welsh Lamb Burger’ recipe was added to the Welsh Lamb social media channels consequently reaching 2 million accounts and was also uploaded ontoeatwelshlamb.com.
Social & PR Director at AgencyUK, Lucy Aston said: “The ‘Royal Welsh Lamb burger’ story has really captured the imagination of press and public alike. There’s been so much interest in the recipe from around the world and across social media; the campaign has really put Welsh Lamb in the spotlight. The recipe is available now for everyone to make on their barbecues over the summer.”
Gareth Matheson cooked hundreds of meals for William and his colleagues over seven years at the Anglesey base. Gareth says although the Duke of Cambridge enjoyed a wide range of meals, his ‘Royal Welsh Lamb Burger’, which includes an unusual twist, was William’s absolute favourite. The ‘Royal Burger’ was unveiled to coincide with the second birthday of William’s son, George.