PGI Welsh Lamb’s latest marketing initiative- an on-pack competition for a luxury holiday for two to Antigua- received the enthusiastic backing of Welsh Government’s Farming and Food Minister Rebecca Evans at a major Cardiff supermarket photoshoot on Friday.
The sticker will feature on Welsh Lamb products at butchers and supermarkets and allows purchasers to submit a unique code for their chance to be the lucky winner.
“The competition is part of a five month marketing blitz that includes a multi-channel television commercial campaign, a mobile billboard promotion, a cooking and recipe roadshow, posters, public relations and digital and social media interventions all strongly pushing the core message that “There’s lamb... and there’s Welsh Lamb.”
HCC’s cooking and recipe roadshow was on hand at the Cardiff retailer to lend its support to the campaign by attracting consumers to try their luck by buying Welsh Lamb products and re-creating the recipe of the day.
Deputy Minister for Farming and Food, Rebecca Evans said, “I am delighted to come along to support this important campaign by Hybu Cig Cymru to demonstrate to consumers the quality and versatility of Welsh lamb.
“At a time when many of our farmers are struggling with the prices paid for their produce, it is vitally important that Government, the supermarkets, wider supply chain, and Welsh consumers, pull together to support Welsh farming. Welsh Lamb is highly regarded across the world and I fully expect that its PGI status will provide a further boost in sales within the UK andbeyond,” she said.