Welsh Lamb campaign’s hot contest for top award

A marketing campaign to promote Welsh Lamb was recently shortlisted for a national prize at a prestigious awards ceremony held in London featuring some of the country’s biggest brands.

HCC’s campaign - ‘Not All Lamb is Created Equal’ - was nominated for the ‘Business-to-Consumer (B2C) or Campaign of the Year’ category in the Drum Marketing Awards. 

Also competing for the same award were P&G Always, Warburtons, Redrow Homes, B&Q and Nissan.

“We were thrilled to hear that the Welsh Lamb campaign had been shortlisted,” said Laura Pickup, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales (HCC). “Our entry faced stiff competition against strong contenders, but it was an honour to be up against such huge names for one of the industry’s most sought after accolades.

“Results derived from the campaign had shown that it had successfully increased awareness of Welsh Lamb and that the objectives had been met, but this nomination was the icing on the cake.

“It really goes to show that PGI Welsh Lamb is recognised as a quality product that can compete against Britain’s biggest brands.”

The results of HCC’s marketing campaign revealed that 77 per cent of the target consumers now perceive Welsh Lamb as a quality product, and the propensity to purchase had increased to 78 per cent.

The campaign took place between August and November 2014 and included TV and digital advertising, on-pack promotions, social media activity and promotional material.

It also included a competition called the ‘Baaftas’. The public were encouraged to cook their favourite Welsh Lamb dish, capture their culinary creation with a camera and enter one of four categories by uploading the picture to the www.eatwelshlamb.co.uk website.

Mrs Pickup added: “The ‘Baaftas’ were extremely popular and contributed towards a high level of engagement with the public, which was up by 248 per cent. A total of 121,547 people were actively engaging with our website and social media accounts, which meant that consumers all over the country were talking about Welsh Lamb.

“We also worked with the Great British Chefs to develop and share new recipes using Welsh Lamb, and new members were recruited for the PGI Welsh Lamb Club. Information and recipes are reaching consumers via an increasing number of different channels.”