A brand new advertisement to promote Welsh Lamb will appear on television screens across the country next week.
It is anticipated that the advert will be seen by over 15 million viewers.
Created by Hybu Cig Cymru – Meat Promotion Wales (HCC), it will be aired on a total of 26 varied satellite and cable channels such as S4C, Sky News, Channel 5 and More4 for a period of six weeks.
Set in a cosy family kitchen, a juicy Welsh Lamb shank is the centrepiece of the dinner table and the focus of the advertisement.
The closing sentence captures the main thrust of the advert – “There’s lamb…and there’s Welsh Lamb.”
“Light humour has been used in order to engage with people of all ages,” said Prys Morgan, HCC’s Head of Operations. “Many viewers will be able to identify with the characters and it is hoped that they will be attracted to the endearing nature and warmth of the scene.
“The advert is set to appeal to a wide audience and will be aired more frequently towards the end of each week when most people do their shopping.”
It forms part of HCC’s current promotional push to encourage more British shoppers to eat Welsh Lamb. The campaign, which works across all media, was launched in July, two months earlier than usual in response to disappointing prices paid to farmers for their lambs.
In addition to the advert, HCC has arranged a supermarket roadshow which will be visiting locations across the country until November to raise awareness of the qualities of Welsh Lamb and stimulate consumer demand for the product.
Other promotions have focused on the versatility of Welsh Lamb for barbecues, tying in with summer festivals including V Festival and Festival No. 6. Digital online advertising and social media, targeted at specific audiences, has also been uplifted.
Large posters have been strategically placed in 150 locations near major supermarkets in towns and cities across Britain and on-pack promotions will include a competition offering a top prize of a dream holiday.
The recipe for the featured dish – Braised Welsh Lamb Shanks with Rogan Josh Ragout – will be available on our website: www.eatwelshlambandwelshbeef.com
The new advert can be viewed here