A major multi-platform consumer campaign, which aimed to increase brand awareness of PGI Welsh Lamb, has resulted in major success for Hybu Cig Cymru – Meat Promotion Wales.
Featuring the authentic voices of the Welsh farming community, the ‘Uniquely Welsh. Experts in their field’ campaign shone a light on the lives of three farmers from very different parts of country, who each shared their rich stories of farming heritage and dedication to producing quality, nutritious food.
The farmers taking part in the campaign were Emily Jones of Ceredigion, Alwyn Phillips from Bethel, and Ben Williams of Pentyrch. A TV advert was also filmed at Ken and Lisa Markham’s farm in Llanfihangel-y-Pennant in north Wales.
Their stories had a particular focus on the work they are doing to become more sustainable, whilst farming in harmony with their natural surroundings. For Ben Williams, who farms Garth Farm just outside Cardiff with his brother Ethan, “Sustainably farming and taking care of the ground, the land around us, pays back in the long run. It’s a small investment for a very long-term reward.”
With both Ben and Ethan still in their twenties and representing the future of the industry, sustainable farming and allowing the farmers themselves to tell their story, and have a greater connection with the consumer, is very important, “I think the thing I enjoy most about farming is improving our production of food year on year – and in a sustainable way. These two things should always go hand in hand.
“I believe there needs to be a greater connection between the farmer and the consumer. I think farmers should be able to tell their story – there is a lot to tell – so that people can appreciate the link between meat production, sustainability and community. I truly believe farming has a bright future.”
Running between August and October 2023, the campaign employed a mix of TV advertising and more tactical implementations, such as out of home advertising in the vicinity of key retailers where the product was available in store.
Activities reached over 3 million target consumers, and delivered just under 24 million impressions across England and Wales. The campaign period also saw a dramatic increase in web visits, with just over 230,000 people visiting the site over the 3-month period.
All this resulted in a considerable uplift in brand awareness of 26% and propensity to purchase Welsh Lamb by 7% which brought trust in the brand over competitor brands. Additionally, as a result of targeted advertising around key locations, the campaign saw a 10% uplift in footfall to a major retailer in England stocking the product.
Key to the success of the campaign was a TV advert filmed at Ken and Lisa Markham’s farm, and featured their Welsh Mountain flock grazing the natural grasses on Cader Idris, a mountain at the southern end of Eryri National Park.
For Lisa, it was great to see their way of life appreciated in homes across the UK, “We have to farm the natural way, as our ancestors have done for centuries. Our lambs live on the natural grass – they fatten naturally – so we really do work in harmony with our natural surroundings.
“Not only do we help maintain the spectacularly beautiful landscapes of Wales, but farmers are also essential to the rural economy and support local jobs. It is great to see us playing a greater role in helping sell our product. Consumers will hopefully understand a little bit more about our unique story, and our essential part in the fabric of the country.”
Philippa Gill, HCC’s Campaigns Executive, said: “Welsh Lamb has an incredible
story to tell, and behind the premium product are our farmers. They are experts in their field and have therefore played the central role in this campaign. We focused on the people who produce our food and highlighted the uniquely Welsh credentials, which has resonated well with consumers.
“Welsh farmers were embedded into the campaign, telling a story of rich heritage, hard work and cultural identity and we will now build on the success of the campaign in the coming year.”
Laura Pickup, HCC’s Head of Strategic Marketing and Connections, added: “Welsh Lamb and our farmers are intrinsically linked to the environment, biodiversity and play a leading role when it comes to producing sustainable, nutritious food. In the coming year we will continue to tell this story, building on the incredible success of this campaign.”
