Welsh Beef marketing campaign a success
The latest Welsh Beef marketing campaign has been deemed a success, with seven out of eight target consumers rating Welsh Beef as the ‘brand for me’.
The campaign received support from the presenters of S4C’s rugby chat show, Jonathan (Jonathan Davies, Nigel Owens and Sarra Elgan).
The Hybu Cig Cymru-Meat Promotion Wales (HCC) campaign achieved 6.4m viewings by Wales and UK shoppers, surpassing initial goals.
Laura Pickup, HCC’s market development manager, explained: “It’s great for Welsh farmers and the rest of the supply chain that we’ve more than matched our goals for consumer response to the Welsh Beef campaign. We have carefully fostered within Wales’ consumer audiences a premium reputation for Welsh Beef products; its provenance, its role as part of a healthy diet and its effectiveness as a versatile, convenient, yet cost effective meat.
“The statistics show that Welsh Beef has been positioned to take a central role in the modern convenience lifestyle and it is seen as much more likely to be used as an ingredient in meals than other meats,” added Pickup.
Welsh TV and radio presenter Ifan Jones Evans, and Tregaron model, Dylan Garner also showed their support with Yn Llawn Daioni – Bred in Heaven Welsh Beef t-shirts.
Viewing figures showing HCC’s Welsh Beef television advertisement reached six in every ten of those consumers considered to be future purchases, as revealed by independent media researchers. It also revealed that consumer awareness was lifted and more buyers agreed Welsh Beef was ‘a brand for me’.
The on-going Bread in Heaven campaign, which was based around the autumn and Six Nations internationals, also showed strong spikes of digital media interest during key game times.
“Over the years we have built up loyal support in the heartland home market but we know that can’t be taken for granted and it is essential we keep reminding our shoppers of why they should carry on eating and enjoying Welsh Beef,” continued Pickup.
Other statistics showed that consumer awareness of Welsh Beef rose by 2% to 59% and HCC’s mulit-media activity also recorded considerable increases in related page views – more than 60% during the period where the TV ad was live, with average time spent on pages increasing by nearly 35%.
Pickup concluded: “I’m particularly delighted that in devising our cost effective, strategic marketing interventions we highlighted three sectors of the Wales and UK consumer market and successfully delivered engagement with more than six in ten shoppers in each of those target areas.”
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