PGI Welsh Lamb campaign “a major success”, says HCC
Hybu Cig Cymru – Meat Promotion Wales (HCC) has reported that its multi-platform consumer campaign, ‘Uniquely Welsh. Experts in their field’, has resulted in a “considerable uplift” in brand awareness.
The campaign, which aimed to increase brand awareness of PGI Welsh Lamb, featured stories from Welsh farmers focusing on farming heritage and dedication to producing quality, nutritious food.
The farmers taking part in the campaign were Emily Jones of Ceredigion, Alwyn Phillips from Bethel and Ben Williams of Pentyrch. A TV advert was also filmed at Ken and Lisa Markham’s farm in Llanfihangel-y-Pennant in North Wales.
HCC said the stories told by the farmers had a “particular focus” on the work they are doing to become more sustainable, whilst farming “in harmony” with their natural surroundings. Ben Williams, who farms Garth Farm just outside Cardiff with his brother Ethan, said: “Sustainably farming and taking care of the ground, the land around us, pays back in the long run. It’s a small investment for a very long-term reward.”
The campaign highlighted that the brothers were still in their twenties and represented the “future of the industry”, stating that the pair believed a “greater connection with the consumer is very important”.
Ben Williams said: “I think the thing I enjoy most about farming is improving our production of food year-on-year – and in a sustainable way. These two things should always go hand in hand.
“I believe there needs to be a greater connection between the farmer and the consumer. I think farmers should be able to tell their story – there is a lot to tell – so that people can appreciate the link between meat production, sustainability and community. I truly believe farming has a bright future.”
Employing “tactical” advertising to boost brand awareness
Running between August and October 2023, the campaign employed a mix of TV advertising and more “tactical” implementations, such as out of home advertising in the vicinity of key retailers where the product was available in store.
According to HCC, activities reached over three million target consumers, and delivered just under 24 million impressions across England and Wales. The campaign period also reportedly saw a “dramatic increase” in web visits, with just over 230,000 people visiting the site over the three-month period.
The promotional body said that this resulted in a considerable uplift in brand awareness of 26% and propensity to purchase Welsh Lamb by 7%, which brought trust in the brand over competitor brands. Additionally, as a result of targeted advertising around key locations, HCC said the campaign saw a 10% uplift in footfall to a major retailer in England stocking the product.
A TV advert featuring Ken and Lisa Markham’s farm showed scenes of their Welsh Mountain flock grazing on mountain grass, with HCC labelling the advert as the “key to the success of the campaign”.
Lisa Markham said: “We have to farm the natural way, as our ancestors have done for centuries. Our lambs live on the natural grass – they fatten naturally – so we really do work in harmony with our natural surroundings.
“Not only do we help maintain the spectacularly beautiful landscapes of Wales, but farmers are also essential to the rural economy and support local jobs. It is great to see us playing a greater role in helping sell our product. Consumers will hopefully understand a little bit more about our unique story, and our essential part in the fabric of the country.”
Philippa Gill, HCC’s campaigns executive, said: “Welsh Lamb has an incredible story to tell, and behind the premium product are our farmers. They are experts in their field and have therefore played the central role in this campaign. We focused on the people who produce our food and highlighted the uniquely Welsh credentials, which has resonated well with consumers.
“Welsh farmers were embedded into the campaign, telling a story of rich heritage, hard work and cultural identity and we will now build on the success of the campaign in the coming year.”
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