The major campaign will appear on television adverts, the internet, billboard posters and in magazines and is coordinated by Welsh red meat promotion agency, Hybu Cig Cymru (HCC). Shoppers will also be tempted with competitions to win luxury breaks and “top class” meals cooked by an up-and-coming young chef.
Butchers will also receive booklets to hand out to customers, which will give recipe tips and hints as well as highlighting the quality of Welsh lamb.
Market development manager for HCC Laura Dodds said: “This is one of the most comprehensive advertising campaigns we have ever undertaken, driven by our desire to see Welsh lamb installed as the number one choice on dinner tables. Our advertising campaign covers all media, while both independent butchers and supermarkets that sell Welsh lamb will be supplied with posters and recipe booklets that consumers will be able to take home with them to try out.”
Consumers buying Welsh lamb in the autumn will be able to enter a competition to win a three day “luxury” break for up to eight people in the Brecon Beacons, which is where they will eat a three course meal. The meal will include a Welsh lamb dish cooked by young chef Luke Thomas, who is also soon to feature in a new television documentary.
Dodds added: “For those who do not win the prize, Luke has also agreed to create three special recipes which will be available for anyone visiting the www.eatwelshlamb.co.uk website in coming months.”
The launch of the major campaign will start tomorrow, 1 September.