The message of the great taste of Welsh Lamb will be seen large, loud and clear at 77 venues in 14 days across Wales and England after HCC launched a whistle-stop mobile billboard campaign to back Welsh farmers during British Lamb Week.
The billboard was welcomed by farmers and industry representatives at HCC’s offices in Aberystwyth today (Wednesday) after it started its mammoth journey in Llandudno, Conwy and through the farming heartland of Gwynedd on Tuesday. The tour includes many busy shopping locations across south Wales, England and mid and north east Wales in the coming fortnight.
The portable promotion is the latest fast-track intervention by HCC in response to the call for support from the UK industry’s British Lamb Week. Part of a strategic, marketing campaign brought forward to impact from July, it sits alongside a brand new television advert that hits UK screens today (Wednesday) and an on-the-ground Welsh Lamb retailer roadshow promoting recipes and lamb’s versatility in the kitchen to local shoppers across England and Wales.
The multi-channel television advertising campaign features the latest 30-second Welsh Lamb advert that will air across 26 channels including S4C, Sky News, Channel 5 and More4 for a period of six weeks. The advert is particularly aimed at the weekend meal planner and it is anticipated that it will receive at least 15 million viewings.
The closing sentence of the commercial captures the main thrust of the advert – “There’s lamb…and there’s Welsh Lamb.”
“Welsh Lamb is second to none in the world and HCC is driven to differentiate our PGI status and premium world class products from those of our competitors. This year’s autumn advertising campaign will again do just that,” said Dai Davies, HCC Chairman.
HCC’s current promotional push seeks to strongly encourage more British shoppers to eat Welsh Lamb after market pressures combined to push down farmgate lamb prices earlier in the summer.
In addition to the new advert, HCC has produced a shopper-focused supermarket roadshow which will be travelling all over Wales and to key locations including Swindon, Bracknell, Cirencester, Chester, Bristol, Weston-super-Mare and Exeter until November to promote premium Welsh Lamb with demonstrations and a range of tempting, easy-to-cook recipes that will help stimulate consumer demand for Welsh Lamb products.
Other concurrent HCC promotions target summer festivals, including this weekend’s Festival No. 6 at Portmeirion and the huge V Festival and large posters, targeted consumer online advertising and social media and a strategically placed promotional poster campaign in 150 locations near major supermarkets (Morrisons, Waitrose, Tesco, Asda and Sainsbury’s stores) in towns and cities across Britain from London and Lewes in the south east of England to Bangor in North Wales. On-pack promotions will include a competition offering a top prize of a dream holiday in participating stores and butchers shops.