‘Love Lamb Week’ campaign pushes Welsh lamb sales up
Sales of PGI Welsh Lamb have increased significantly this year thanks to help from Hybu Cig Cymru – Meat Promotion Wales’ (HCC) ‘Love Lamb Week’ campaign.
According to HCC, sales of PGI Welsh Lamb have grown this year as many turned to cooking during lockdown including younger consumers and families looking for new and exciting recipes to try at home.
The value of lamb sales across Britain in 2020 is 17.4% up on the same period last year, with an 8.4% rise in the number of consumers buying lamb.
The growth coincides with HCC’s ‘Love Lamb Week’ campaign which ran from the 1st – 7th September and consisted of a range of digital promotional activities to promote the nutritional benefits of Welsh Lamb.
“2020 has been a challenging year for the marketing team at HCC but results such as the Love Lamb Week results show that we are meeting those challenges head-on and exceeding expectations.”
Results of the campaign showed 172% growth in impressions and a whopping 1,025% growth in video views year on year.
A spike in visits to the Eatwelshlambandbeef.com website was also experienced with 36% more hits during the campaign period and visitors spending on average a longer period of time on the website.
Rhys Llywelyn, HCC’s marketing manager, said: “Love Lamb Week is an opportunity to celebrate Wales’ outstanding produce, PGI Welsh Lamb. Love Lamb Week is an excellent opportunity to remind UK consumers of the quality, flexibility and provenance of Welsh Lamb”
“2020 has been a challenging year for the marketing team at HCC but results such as the Love Lamb Week results show that we are meeting those challenges head-on and exceeding expectations. We very much hope that those, especially families, who bought Welsh Lamb during the lockdown period will continue to experiment with new recipes, and the Eatwelshlambandbeef website is a great resource to find recipe inspiration.”