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£850,000 promotional campaign for Welsh Lamb launches this autumn

A major £850,000 advertising campaign gets underway in September which aims to make Welsh Lamb the first choice meat on Britain’s plates.

The campaign includes television, online, billboard poster and magazine advertising as well as an on-pack competition for shoppers to win a luxury break which includes being treated to a top class meal cooked by an up-and-coming young chef.

New recipe booklets will be distributed to butchers across the land to hand out to shoppers.

“This is one of the most comprehensive advertising campaigns we have ever undertaken, driven by our desire to see Welsh Lamb installed as the number one choice on dinner tables,” said Laura Dodds, Market Development Manager with red meat promotion agency Hybu Cig Cymru.

“Our advertising campaign covers all media, while both independent butchers and supermarkets that sell Welsh Lamb will be supplied with posters and recipe booklets that consumers will be able to take home with them to try out.

“It all falls under our ‘Quality Time’ message, that Welsh Lamb is a premium product that is surprisingly versatile and can be cooked quickly to suit today’s hectic lifestyle.”

Anyone buying Welsh Lamb this autumn will be able to enter a unique competition to win a three day luxury break for up to eight people in the Brecon Beacons and be treated to a top class three course meal, including a Welsh Lamb dish cooked by chef Luke Thomas. He is a young man who will soon become a household name across Britain thanks to a new television documentary.

Although he is only 18, Luke from Connah’s Quay is a rising star in culinary circles who has gathered an enormous amount of work experience with top name chefs over the last few years – including Rick Stein, Gordon Ramsey, Jamie Oliver and Gary Rhodes.

In 2009 he won the prestigious UK FutureChef competition, and earlier this year he became head chef at a Berkshire restaurant.

His ambition is to become the youngest person ever to earn a Michelin star – and he is currently filming a documentary with the BBC for screening in the autumn.

“This is a unique competition offering Welsh Lamb customers the chance to win a prize that money can’t buy, and I’m delighted that Luke has agreed to create a special dish for our competition winners” said Miss Dodds.

“And for those who do not win the prize, Luke has also agreed to create three special recipes which will be available for anyone visiting the www.eatwelshlamb.co.uk website in coming months.”

The advertising campaign, including television advertisements in Wales and the south of England, launches on September 1st.