A number of promotional activities have been planned by Welsh red meat agency, Hybu Cig Cymru – Meat Promotion Wales (HCC) to coincide with British Lamb Week.
HCC’s backing will be visible to the public throughout the national campaign which runs between 1-7 September.
Supportive action will include a mobile billboard, a ready-prepared letter for downloading and sending to supermarkets, the involvement of retailers across England and Wales, and the use of social media.
The mobile billboard will tour the length and breadth of the country for a fortnight. It will start its journey on the first of September which is the beginning of British Lamb Week.
Travelling from north to south, it will stop at butchers’ shops and supermarkets along the way. The billboard is designed to raise awareness of the Welsh Lamb brand as well as some of HCC’s other marketing initiatives.
Consumers worried about the lack of Welsh Lamb on shop shelves can express their concerns to retailers by simply downloading, printing and signing a letter template which can be found on the HCC website. The letter emphasises the consumer’s right to choice, which should include home produced lamb.
Another letter has been issued to all members of HCC’s Butchers’ Club, asking them to show their support to the campaign. They have been supplied with ‘Look for the Logos’ posters and Welsh Lamb PGI stickers to display in their shop windows, and have been encouraged to use social media to highlight any Welsh Lamb promotions that they have planned for British Lamb Week, using the hashtags #BritishLambWeek and #LoveWelshLamb.
Award-winning Conwy butcher, Ieuan Edwards said: “I’m delighted to support British Lamb Week and HCC’s billboard campaign. As a farmer’s son and butcher I believe passionately in the importance of the local sourcing of all of our lamb. We are particularly fortunate here in Wales to have access to world class PGI approved Welsh Lamb, it really doesn’t get any better than that!”
HCC will also use social media to spread the word about the qualities of Welsh Lamb. A selection of recipes from the eatwelshlamb.com website have been sent to British Lamb Week for sharing during the campaign too.
Gwyn Howells, Chief Executive of HCC said: “We are pleased to support British Lamb Week and have launched a number of activities to run in parallel with the campaign. A unified approach will enhance its impact and effectiveness, and strengthen the key messages.
“These include the importance of supporting local farmers and the quality of home produced lamb, including Welsh Lamb.”
Other HCC activities currently taking place include a Welsh Lamb Roadshow which will be visiting a number of major supermarket stores across England and Wales between September and November. An on-pack promotion with an exclusive prize of a dream holiday to the Caribbean will also be featured on the billboard.