Welsh lamb campaign pays off

The recent marketing campaign for Welsh Lamb has resulted in an increase in awareness of the brand as well as an increase in sales, according to latest figures released by HCC

The recent marketing campaign for Welsh Lamb has resulted in an increase in awareness of the brand as well as an increase in sales, according to latest figures released by Hybu Cig Cymru-Meat Promotion Wales (HCC).

Research in the key target area of Meridian TV, which covers south east England, showed that Welsh Lamb achieved significantly higher recognition at the end of October, compared to the same period the previous year.

When asked if Welsh Lamb was a brand they could trust, a staggering 70 per cent of those questioned agreed with the statement, compared to just 59 per cent the previous year, and 59 per cent agreed that the Welsh Lamb TV advert made them more likely to buy Welsh Lamb, compared to 40 per cent in 2006.

In addition, results from independent market research company TNS, show that in the four weeks ending 2 December 2007, lamb sales were up 14.3% compared to the same period last year.

The research period coincides with a £1m promotion campaign in Wales and England aimed at stimulating demand for Welsh Lamb. The campaign, that was funded by the Welsh Assembly Government, was aimed at getting the British public to eat more Welsh Lamb, given the loss of sales because of the closure of the export markets as a result of the Foot and Mouth outbreak.

Bill Joyce, HCC's marketing manager said: "Even though the export ban was lifted in October, its effect is still being felt as more lamb than usual is on the domestic market. Therefore, it is good to see that the British public are getting behind us and supporting Welsh Lamb in a time of dire need for the Welsh farming industry.

He continued: "Whilst these figures are encouraging results for Welsh Lamb, HCC continues to be extremely concerned about the low prices received by primary producers."

The marketing campaign included television, radio, cinema and magazine advertising as well as a Welsh Lamb roadshow that visited supermarkets in Wales and England and a comprehensive public relations campaign.

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