PGI Welsh Lamb’s latest marketing initiative - an on-pack competition for a luxury holiday for two to Antigua – has received the backing of Welsh Government’s Farming and Food Minister Rebecca Evans.
The sticker will feature on Welsh Lamb products at butchers and supermarkets and allows purchasers to submit a unique code for their chance to win.
The competition is part of a five month marketing blitz by Hybu Cig Cymru – Meat Promotion Wales (HCC) that includes a multi-channel television commercial campaign, a mobile billboard promotion, a cooking and recipe roadshow, posters, public relations and digital and social media interventions all strongly pushing the core message that ‘There’s lamb... and there’s Welsh Lamb.’
Speaking at a Cardiff supermarket taking part in HCC’s roadshow, Evans said: “At a time when many of our farmers are struggling with the prices paid for their produce, it is vitally important that Government, the supermarkets, wider supply chain, and Welsh consumers, pull together to support Welsh farming. Welsh Lamb is highly regarded across the world and I fully expect that its PGI status will provide a further boost in sales within the UK and beyond.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
