Hybu Cig Cymru – Meat Promotion Wales (HCC) has announced strong results from its latest Welsh Lamb marketing campaign, which successfully reached more than three million targeted households across England and Wales.
Building on the positive impact of the 2023 and 2024 ‘Uniquely Welsh. Experts in their Field’ campaign, HCC continued to use core brand messaging, over 2025 and into 2026, supported by refreshed creative assets. The updated visuals and storytelling reinforced Welsh Lamb’s natural, nutritious and traditional qualities throughout the summer and autumn - timed to coincide with peak product availability.
The multimedia campaign delivered over 34 million impressions, a 55% increase year-on-year, and generated more than 200,000 clicks to the Welsh Lamb and Welsh Beef consumer website – an e-hub stacked with recipes and cooking tips. This represents a 77% rise since 2024, demonstrating significant growth in consumer engagement and interest.
For the first time, HCC utilised specialist advertising (AdMaxim) technology to direct audiences to retailers stocking Welsh Lamb across England and Wales. This innovation produced over four million impressions, with more than 10,000 consumers seeking stockist information and recipe inspiration as a result.
Television advertising also played a central role. The Welsh Lamb advert aired through Sky to targeted households in southeast England, where three in five viewers reported feeling more positive about Welsh farmers after seeing the campaign. The ad strengthened consumer perceptions of Welsh Lamb as a premium brand. On S4C, the advert was viewed, at least once, by over 800,000 households, with a notable increase in November driven by viewers tuning in for the Autumn Internationals.
Former rugby player and brand ambassador Jonathan ‘Fox’ Davies featured in recipe videos and social media content, bringing authenticity and credibility that helped boost engagement. His involvement inspired consumers to choose Welsh Lamb for its flavour, quality and connection to Welsh farming heritage. When asked about how he felt to be working on the campaign Jonathan said:
“As a proud Welshman, and someone who loves his food, it’s great to be working with Welsh Lamb. I know how important farming heritage is for our rural communities and the role it plays in keeping the economy and communities alive.”
HCC’s Brand Engagement Lead, Pip Gill, commented:
“HCC’s 2025/26 campaign results demonstrate strong momentum for the Welsh Lamb brand and highlight growing consumer appreciation for its provenance, sustainability and premium quality.”
