Welsh Beef will be hitting screens over the next ten weeks as part of HCC’s new marketing campaign which kicks off just ahead of a new season of international rugby.
The ‘Bred in Heaven’ campaign will be inviting consumers to rediscover the unique quality of beef which has been born and reared in Wales, in a bid to increase sales.
Originally planned to start in December, the programme of promotional activities has been brought forward by two months in response to the problems within the industry and falling market prices.
“The beef sector in Wales has experienced a rough ride in recent months,” said Laura Pickup, Market Development Manager at HCC. “This is due to a number of factors including increased imports of beef into the UK and rising retail prices.
“While the standard of our livestock has never been higher, Welsh Beef deserves to be appreciated and recognised. It is produced in a truly heavenly environment with a strong farming tradition.
“Our land is also famous for its loyalty to rugby, which is the reason why we will be offering a fantastic opportunity for fans across the country to win highly sought-after tickets to crucial matches during the 2015 Six Nations tournament.”
Throughout October and November, Welsh shoppers can pick up special labelled packs of PGI Welsh Beef for the chance to win five pairs of tickets to the Wales v England match which will open the tournament at Cardiff’s Millennium Stadium. Another five pairs of tickets to the Celtic clash between Wales and Ireland will also be up for grabs.
“The competition will be supported with pitch-side and jumbo screen advertisements during the autumn rugby internationals which will also be hitting our television screens in November,” added Mrs Pickup.
As well as the on-pack promotion, the campaign teams up TV, digital and poster advertising. It will also focus heavily on social media activity in an attempt to engage with the nation’s shoppers and rugby fans.
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.
