26 January 2015 | Online since 2003



HCC boosts demand for Welsh Lamb


Hybu Cig Cymru - Meat Promotion Wales (HCC) - launches a new trade and consumer marketing campaign this September.

The new catchline for the marketing push is ‘Not All Lamb Is Created Equal’ and is set to increase consumer demand, ultimately driving sales in the retail and hospitality sectors.

HCC is investing £500,000 in delivering a raft of on and offline advertising, PR and social media activity from this autumn through to summer 2015.

Highlighting the superlative quality of lamb born and raised in Wales, the campaign focuses on the promotion of Welsh Lamb as a flavoursome and versatile option for every household with a taste for great food.

Perfectly timed in line with peak availability, the ‘Not All Lamb Is Created Equal’ campaign will motivate cooks and diners alike. Fresh TV, digital and consumer press advertising in lifestyle, food and supermarket magazines picks up where previous ads left off, emphasising the product’s provenance and its well-deserved Protected Geographical Indication (PGI) status as one of the world’s most cherished foods.

Recognising the ever-increasing relevance of social media in the battle for consumer attention, the campaign will up the ante on Facebook, Twitter, Pinterest and Instagram, sharing accessible recipes as diverse as they are inspiring. It’s also intended that traditional magazines and food columns will revisit Welsh Lamb as a culinary classic worthy of a contemporary twist.

Great British Chefs, the thriving online foodie magazine, is backing the campaign in an exclusive deal to provide brand new Welsh Lamb recipes and ‘how to’ video content from some of the UK’s top chefs.

The campaign kicks off with digital advertising and at point-of-sale with an innovative competition promoted through independent butchers and on-pack in multiple retailers, encouraging amateur cooks to show off their favourite Welsh Lamb creations in a bid to win a hamper of Welsh Lamb.

Philippa Gill, HCC’s Brand Marketing Executive, said: “With some fresh strategic thinking and more than a little creativity, we’re confident this integrated approach, which puts the digital consumer at the heart of our communications, will deliver real benefits for everyone in the supply chain.

“Make sure you’re fully stocked with Welsh Lamb. It’s what customers will be looking for this season.”

Download



Comments


No comments posted yet. Be the first to post a comment

To post comment without approval login or register

Display name

Please enter your name

Email (optional)
Comment

Please enter your comment

Post Comment

Your comment submitted successfully.Please wait for admin approval.

Some error on your process.Please try one more time.



Jobs


10 January 2015
Care Assistant
Beacon Farm Care Home. Beacon Farm Lodge Care Home is an integral part of Cramlington. Beacon Farm Care Home is a 43 bed care...

14 January 2015
Engineering Team Leader/Supervisor/Manager
Home to some of the UK's leading dairy brands, including Cravendale, Anchor, Lurpak and Tickler, Arla Foods is the UK's numbe...

15 January 2015
Service & Installation Technician - Wellingborough
Base Location, 8 Edison Close, Park Farm Ind Est, Wellingborough, Northants, NN8 6AH working across the UK with occasional st...

9 January 2015
Practical Instructor: Animal Care
You may also have duties relating to supervising learners on the college farm. £18,555 - £22,038 per annum....

19 January 2015
Herdsperson, Surrey
We seek a keen, enthusiastic herdsperson to join a family team on a very well run dairy farm near Dorking. The highest levels...




Top stories you may have missed
12 November 2014 | Arable
GM crops 'good for farmers and the envir...

GM crops 'good for farmers and the envir...

GM crops are good for the economy and can reduce the amount of pesticides u...


6 November 2014 | Cattle
Smaller European markets drive beef expo...

Smaller European markets drive beef expo...

Demand from smaller European markets has helped drive strong growth for UK ...


6 November 2014 | Agri Safety
Lack of engineers a 'ticking time bomb' ...

Lack of engineers a 'ticking time bomb' ...

A lack of engineers, not enough people promoting the land-based industries ...


4 November 2014 | Bees and Beekeeping
Bee action plan due: Last chance for bee...

Bee action plan due: Last chance for bee...

Environment Secretary Elizabeth Truss is launching the National Pollinator ...


4 November 2014 | Arable
Experts welcome financial boost for youn...

Experts welcome financial boost for youn...

Agricultural specialists have welcomed a potential financial boost for youn...


3 November 2014 | News
Supermarket competition on prices 'risks...

Supermarket competition on prices 'risks...

As retailers continue to participate in a highly competitive race to the bo...


31 October 2014 | Arable
New Defra farm figures 'underline volati...

New Defra farm figures 'underline volati...

New farm business income data from Defra, which focus on income from March ...


30 October 2014 | Agri Safety
Agriculture remains one of UK's most dan...

Agriculture remains one of UK's most dan...

Agriculture has remained one of the industries in which workers are most li...


29 October 2014 | Finance
UK farmland prices see 'substantial grow...

UK farmland prices see 'substantial grow...

Prime arable land in the UK has seen a substantial year-on-year growth in p...


27 October 2014 | Arable
Satellites to help farmers pinpoint dise...

Satellites to help farmers pinpoint dise...

A new mobile app for farmers able to pinpoint and identify disease, pests a...