HCC marketing campaigns described as “hugely successful”
HCC’s summer and autumn PGI Welsh Lamb marketing campaigns have reached three times more target consumers and increased brand awareness.
Independent analytics reveal that the campaigns have helped pave the way in a difficult climate for a substantial increase in both multiple retail sales and shelf share.
“In the major supermarkets, year on year spending on all lamb was generally down by nearly 2% but branded PGI Welsh Lamb sales increased by a sizeable 5.6%, with the main product growth in quality cuts like steaks and legs,” said Laura Pickup, HCC’s market development manager.
“Contrary to some industry predictions, in the promoted period Welsh lamb not only held its own but increased its share of the market by nearly 10% on 2014 equivalents, while competitors like New Zealand lamb saw its share of sales fall by nearly 20% year on year.”
The summer and autumn campaigns have supported an increase in supermarket Welsh Lamb sales; encouraged the positioning of more Welsh Lamb on supermarket shelves; and increased consumer awareness.
Further campaign features improved awareness of Welsh Lamb’s quality, versatility, convenience and cost effectiveness; grew the consumer concept of Welsh Lamb as a ‘brand for me’ and positioned Welsh lamb as part of a healthy balanced diet.
“HCC’s marketing strategy was crafted and developed in response to a highly turbulent period with prices hit badly by punitive exchange rates that hit our exports and created a flood of low-cost imports from New Zealand,” Pickup said. “While we can do nothing about these continuing global forces and their effect on depressing prices, we can battle to protect our market share by engaging with consumers and letting them know about our premium products, great taste and quality.”
The PGI Welsh Lamb campaigns included TV, six-sheet posters, digital, point-of-sale and experiential, including road shows and touring billboards. They ran from mid-July until the end of November with all year round social media and PR support, which will continue into the New Year.