A wide package of measures to encourage shoppers to choose Welsh Lamb is being launched this week in the wake of a dramatic fall in prices received by farmers.
The marketing campaign by Hybu Cig Cymru – Meat Promotion Wales is not only bigger than in previous years but also starts two months earlier than normal due to the crisis faced by farmers.
“The 2015 Welsh Lamb campaign will roll out in two stages,” said HCC’s Market Development Manager Laura Pickup. “The summer campaign will start in July with a range of initiatives followed seamlessly by our autumn campaign which will further promote the brand into November.
“This is in addition to our year-round awareness campaign highlighting the provenance and quality of Welsh Lamb.”
The campaign includes:
- A summer promotion focusing on the versatility of Welsh Lamb for barbecues, tying in with summer festivals and general outdoor eating;
- Large posters strategically placed in 150 locations near major supermarkets in towns and cities across Britain;
- Digital advertising targeted at specific audiences and geographical areas;
- A new television advertisement;
- On-pack promotions; including a competition offering a major prize;
- An autumn promotion focussing on warmer recipes for longer nights;
- Working with supermarkets and High Street independents to create more shelf space for Welsh Lamb.
“Taken together, this is a powerful promotional campaign which aims to increase consumer awareness - and therefore the purchasing - of high quality Welsh Lamb,” said Mrs Pickup. “It will involve a wide range of media including TV, digital and posters and also in supermarkets and independent butchers.”
A combination of factors has led to a dramatic fall in lamb market prices, which is why HCC’s traditional marketing campaign has been expanded into summer.
A longer than normal season for New Zealand lamb intruded on the British market at the same time that a favourable spring resulted in a plentiful domestic supply. The strong pound also meant that UK exports fell while imports increased.
This all led to farmers across Wales receiving between £25 and £30 per head less for their lambs at market than they were getting during the same period last year.