HCC launches multimedia campaign around sustainability
A new, £250,000 multi-media marketing and communications campaign to promote the positive environmental story behind the production of Welsh Lamb and Welsh Beef was launched by Hybu Cig Cymru – Meat Promotion Wales (HCC) chairman, Kevin Roberts, at the organisation’s Annual Conference.
Kevin Roberts said: “We’ll make consumers more aware of how the Welsh Way of rearing livestock is completely different from intensive production systems elsewhere. Our way is non-intensive, our landscape is ideally suited to rearing livestock on natural grass and rainfall, and our farms act as a carbon sink which can help mitigate climate change.”
The investment, which is additional to already-planned promotional spending in the British market, will feature marketing through HCC’s award-winning targeted social media strategy, as well as targeted advertising on digital TV and print media.
“We have a positive message for consumers who are worried about climate change – lamb and beef produced the ‘Welsh Way’ is part of the solution, not part of the problem.
“British consumers want to know that their meat is produced responsibly, in non-intensive systems. This is exactly the story that we can tell about Welsh livestock farming.”