From S4C to Netflix: ‘Naturally Local’ campaign builds momentum

This year's PGI Welsh Lamb and PGI Welsh Beef campaign has expanded its reach across Wales through television, digital media, AI-powered platforms, consumer events and strategic media partnerships.

Hybu Cig Cymru's ‘Naturally Local. Look for the Logo’ campaign has continued to build momentum from its launch at the end of July, increasing awareness of Welsh Lamb and Welsh Beef through an extensive integrated campaign designed to encourage consumers to look for the logo and choose quality Welsh produce.

Building momentum

Over the summer, the campaign has delivered a strong presence across a range of television, digital and print channels, ensuring the ‘Look for the Logo’ message is reaching consumers wherever they engage with food, recipe and lifestyle content.

Activity has included television advertising on S4C, alongside targeted digital campaigns across Meta (Facebook and Instagram), Pinterest, YouTube and high-impact programmatic advertising on news and lifestyle websites.

The campaign has also embraced emerging opportunities in AI-powered advertising. Activity has included ChatGPT-sponsored links, display advertising and sponsored recipe responses, targeted at consumers in Wales searching for cooking inspiration, meal ideas and recipes, helping to place Welsh Lamb and Welsh Beef in front of audiences at the point of food discovery and decision-making.

Strong visibility through media and events

Alongside television and digital activity, the campaign has maintained a strong presence across Wales' leading Welsh-language and English-language media platforms. This has included prominent back-page advertising in Golwg and Taste.Blas magazine, helping to extend the campaign's reach through trusted and influential media channels.

Consumer engagement has also been at the heart of the campaign. Live cooking demonstrations featuring Welsh Lamb and Welsh Beef were delivered at both the Royal Welsh Show and the National Eisteddfod, two key events in the Welsh calendar.

Expanding reach this autumn

The next phase of the campaign is already in motion, off the back of Love Lamb Week (1 – 7 September), with new activity aimed at broadening audience reach and further increasing recognition of the Welsh Lamb and Welsh Beef logos.

Building on the strong foundations established over the summer, the campaign will expand to include advertising on ITV Wales, Channel 4 video on demand and Netflix, alongside strategic partnerships with WalesOnline and North Wales Live.

Through this expanded media mix, Hybu Cig Cymru will continue to promote the provenance, quality and sustainability credentials of Welsh red meat, encouraging consumers across Wales to look for the logo and support Welsh farmers when making their purchasing decisions.

For a visual snapshot of some key campaign highlights, click here or see below.