Welsh Lamb

Hybu Cig Cymru (HCC) — Meat Promotion Wales — needed to increase brand awareness of their brand, Welsh Lamb. So, we created a comprehensive, four-year communications strategy which positioned it as a premium product, aiming to raise sales considerably in both retail and independent butchers.

We put Welsh Lamb back on TV, in broad-reach press and, most importantly, put the digital consumer at the heart of all the activity. Our playful Double L campaign used the unmistakable Welsh language convention to celebrate the provenance of Welsh Lamb, distinguishing it as a premium product in a category of its own.

The TV ad was supported by some seriously engaging outdoor, online and social content. This included an interactive presence at music festivals, where attendees were given cards with a different double L word on them (Llive, Lloud, Llandscape, Llove, Llaugh). We invited people to capture the moments and share them on social media, which they did — an impressive amount.

The results included a 5.6% increase in sales, despite a sector decline of 4.8%. A PR initiative that delivered coverage equivalent to £1.5m in advertising. Social engagement increased by an impressive 266%. And our work made it onto BBC Breakfast and Loose Women. Why? Well, because there’s lamb, and there’s Llamb.