The red meat levy body, Hybu Cig Cymru, has confirmed strong performance of its latest ‘Naturally Local’ PGI Welsh Beef campaign, which ran bilingually across Wales throughout the end of 2025 and into early 2026. The integrated campaign delivered strong reach, engagement and visibility for one of Wales’s most iconic food products.
The ‘Naturally Local’ campaign connected with potential customers across Wales, reaching 1.5 million people during the three‑month period. Digital activity delivered standout results, providing online alone over 5.5 million opportunities to see the campaign.
A combination of targeted digital advertising ensured that promotional content was delivered directly to consumers most likely to purchase Welsh Beef, maximising campaign efficiency and value.
Outdoor activity formed a central pillar of the campaign, with high‑impact advertising across Cardiff during the Autumn International rugby series in November, alongside a full takeover of Cardiff Central Station - placing Welsh Beef at the heart of one of Wales’s busiest commuter hotspots.
Television advertising on ITV Wales and a sponsorship of S4C further enhanced reach, with Welsh Beef promoted ahead of popular daytime and festive programmes.
The campaign was strengthened by the involvement of Lauren Price MBE, who acted as a Welsh Beef Brand Ambassador. Lauren appeared across HCC’s social media content and at the Royal Welsh Agricultural Society’s Winter Fair sharing her support for Welsh Beef, helping engage new and younger audiences with Welsh Beef’s nutritional qualities.
HCC’s Brand Engagement Lead, Pip Gill, commented: “By combining broadcast visibility, precision digital targeting, large‑scale outdoor media and the influence of a national sporting figure, the ‘Naturally Local’ campaign successfully reinforced PGI Welsh Beef as a premium, trusted and proudly Welsh choice for families throughout the winter season.
“With the recent publication of HCC’s new strategic plan for the Welsh red meat sector, we are now looking forward to building on the campaign’s success and growing the volume and value of Welsh Beef sold to consumers and growing market demand in the coming years.”
