Edwards of Conwy to air new TV campaign

Welsh butchers Edwards of Conwy is to launch its first ever multi-channel television advert on Monday 24 October in time for British Sausage Week. 

The ads will air during Coronation Street on ITV Wales at 19:58 and Pobol Y Cwm on S4C at 20:20.

The advert is part of a new campaign to showcase a modern interpretation of the brand and its consumers over the 30 second ad, which depicts how Edwards’ colourful convenience range is loved by all, across the entirety of Wales and a range of eating occasions.

The campaign will run for two weeks and is expected to reach over 1.2million Welsh consumers, who will see the advert on average three times throughout the campaign.

It will be fully integrated with a number of other mediums used to support communication of the key message “Wherever, Whenever, Always Edwards” with the overall aim of increasing consumer awareness of the Edwards brand by 15 – 20%.

Complimentary advertising will include: bus-back advertising; additional In-store support through product sampling at major retailers; Point of Sale activity; promotional offers throughout the campaign; as well as on-line advertising and social media aimed at reaching a further 100,000 consumers.

Edwards will use the hashtags “#AlwaysEdwards” and “#WhereverWhenever” to encourage customers to share their love for the award-winning sausages, bacon, PGI Welsh burgers & meatballs within their social groups.

The campaign will also feature an extended 60 second online version of the advert, as well as various seasonal variations and will be targeted primarily at Wales - however it is hoped that the campaign will interest Edwards’ numerous fans outside of the companies’ heartland - who are served by supermarkets in the North West of England and throughout the UK by online supermarket Ocado.

Simon James, managing director said: “The advert has been created by Edwards to showcase the breadth of its product range and its broad consumer appeal. Its geographical theme reflects on how widely available the range is now, and the style of filming is intended to reflect Edwards as a down to earth brand that can cover a wide variety of eating experiences.”

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