Welsh lamb's £800,000 campaign

Under the strapline ‘It’s all about quality time’, the campaign, funded by Hybu Cig Cymru – Meat Promotion Wales (HCC), will feature a mix of television, online and print advertisements and will focus on Welsh lamb’s quality, convenience and ease of cooking.

HCC is also launching a refreshed website aimed squarely at consumers – www.eatwelshlamb.org.uk – which contains a wealth of valuable information including video recipes, cooking tips and nutritional advice.

It will also encourage consumers to get involved by sharing recipes via a new Facebook page and through Twitter.

Laura Dodds, market development manager with HCC, said: “Our new advertising campaign aims to show how quick and easy it is to cook a wide variety of Welsh Lamb dishes. It has the double whammy of enabling people to enjoy a delicious meal, leaving them to enjoy quality time with their loved ones.”

According to research by HCC, shoppers who bought lamb were consistent in the type of cuts they were buying and were not taking advantage of the versatility that Welsh Lamb offers.

Three-quarters of consumers said they bought joints and two-thirds said they bought chops, while cuts like mince, steaks and fillets only featured in a third of shopping baskets.

“Our new joined-up campaign across all media platforms aims to show it’s not just about traditional roasts – there are a fantastic range of different cuts of Welsh Lamb that can be used to create a variety of delicious recipes for everyday meals,” added Dodds.

To further inspire consumers, new Welsh Lamb recipe leaflets have been published by HCC and distributed to independent butchers and supermarkets, which include meals that can be prepared simply and quickly.

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