Welsh Beef campaign beats target

Research has suggested that a Welsh Beef marketing campaign has been a success. 

The promotional push resulted with seven out of eight target consumers rating Welsh Beef as the ‘brand for me’. The campaign, run by Hybu Cig Cymru – Meat Promotion Wales (HCC), surpassed initial goals by reaching 6.4 million viewings by Wales and UK shoppers.

“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,” said Laura Pickup, HCC’s market development manager.

“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.”

According to HCC, independent media researchers showed that HCC’s Welsh Beef television advertisement reached six in every 10 consumers considered to be future purchasers. In addition, it also lifted consumer awareness and recruited more buyers who agreed Welsh Beef was a “brand for me”.

“Over the years we have built up loyal support in the heartland home market, but we know that cannot be taken for granted and it is essential we keep reminding our shoppers of why they should carry on eating and enjoying Welsh Beef.”

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