HCC marketing campaign wins marketing awards

Summer and autumn marketing campaigns to help promote Welsh Lamb products and combat pressure on prices have been recognised at the Drum Network Awards. 

The two-season campaign featured a TV advertisement, a mobile billboard, a roadshow, PR, social media and farmer-to-farmer contact via a new grassroots communication network that continues to grow week-on-week.

As well as winning the Food and Drink Campaign of the Year accolade, the Hybu Cig Cymru-Meat Promotion Wales (HCC) campaign, led by marketing agency Agency UK, won the Chairman’s Award for the Welsh Lamb campaign and also collected awards for Crisis PR Strategy and Creative Team of the Year.

“This recognition of the strength and quality of our campaign of carefully constructed, multi-media responses to the price pressure that occurred on PGI-branded Welsh Lamb domestic retail products is very rewarding indeed,” said Laura Pickup, HCC’s market development manager. “All involved had to respond swiftly and effectively in the summer and early autumn months to the “perfect storm” of negative exchange rates, a flood of imports and over supply of lamb to retail which saw prices being hit.”

She added: “We called on the industry to back us and support the campaign and they really responded, helping to spread the word from community to community. The results have not just come through the awards we have received - which are gratifying - but also from the engagement levels and enthusiasm from farmers and consumers when it was needed for the Welsh Lamb brand.”

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