The summer and autumn marketing campaigns devised to back Welsh Lamb products and help combat intensive pressure on prices have won a set of prestigious awards, including Food and Drink Campaign of the Year, in a nationwide ceremony in London.
The Drum Network Awards held at the Emirates stadium in London are now in their seventh year and recognise marketing excellence across the UK. As well as Food and Drink Campaign of the Year, the Hybu Cig Cymru-Meat Promotion Wales (HCC) campaign, led by marketing support agency, Agency UK, won the coveted Chairman’s Award for the Welsh Lamb campaign and also collected awards for Crisis PR Strategy and Creative Team of the Year.
“This recognition of the strength and quality of our campaign of carefully constructed, multi-media responses to the price pressure that occurred on PGI branded Welsh Lamb domestic retail products is very rewarding indeed,” said Laura Pickup, HCC’s Market Development Manager.
“All involved had to respond swiftly and effectively in the summer and early autumn months to the “perfect storm” of negative exchange rates, a flood of imports and over supply of lamb to retail which saw prices being hit.”
The two-season campaign featured a TV advertisement, a mobile billboard, a roadshow, PR, social media and farmer-to-farmer contact via a new grassroots communication network that continues to grow week-on-week.
“We called on the industry to back us and support the campaign and they really responded, helping to spread the word from community to community. The results have not just come through the awards we have received - which are gratifying - but also from the engagement levels and enthusiasm from farmers and consumers when it was needed for the Welsh Lamb brand,” said Mrs Pickup.