{"id":3026,"date":"2024-07-22T13:32:03","date_gmt":"2024-07-22T13:32:03","guid":{"rendered":"https:\/\/hcc.ubuntu.staging.creo.dev\/?p=3026"},"modified":"2024-07-22T13:32:03","modified_gmt":"2024-07-22T13:32:03","slug":"2024-pgi-welsh-lamb-campaign-launched-at-royal-welsh-show","status":"publish","type":"post","link":"https:\/\/meatpromotion.wales\/en\/newsroom\/2024-pgi-welsh-lamb-campaign-launched-at-royal-welsh-show\/","title":{"rendered":"2024 PGI Welsh Lamb campaign launched at Royal Welsh Show"},"content":{"rendered":"<p>Hybu Cig Cymru \u2013 Meat Promotion Wales (HCC) has announced that the 2024 PGI Welsh Lamb campaign has commenced this week at the Royal Welsh Show.<\/p>\n<p>The Welsh red meat promotion body are kickstarting their annual home-market brand advertising campaign on the first day of Wales\u2019 largest agricultural show with Welsh Lamb television adverts appearing on ITV from Monday 22 July, the first day of the Royal Welsh Show.<\/p>\n<p>Under the strapline of \u2018Uniquely Welsh: Experts in their Field\u2019 the campaign puts Welsh farmers at the fore, with Dinas Mawddwy sheep farmer Lisa Markham starring in the television advert. Filmed at Lisa\u2019s traditional family farm, Wales rugged and dramatic landscape is highlighted in the advert as well as the natural and sustainable way in which Welsh Lamb is produced. The television advert will feature in prominent time slots, ahead of popular programmes such as This Morning and Coronation Street.<\/p>\n<p>In addition to Lisa, Welsh sheep farmers Emily Jones from Tregaron in mid Wales and brothers Ben and Ethan Williams from Pentyrch in south Wales also feature in digital and print advertisements.<\/p>\n<p>Promotions will feature across ITV, Sky and S4C television channels from July through to the end of October. The campaign will also feature out of home advertising, print advertisements in Taste Blas magazine and digital advertising across social media platforms. Radio adverts will also be running from July to October on Global Media channels including Smooth Radio and Classic FM. The campaign will target shoppers in Wales and south east England and will focus on areas where Welsh Lamb is available in the vicinity to shoppers.<\/p>\n<p>The campaign builds on the successes of the 2023 Welsh Lamb campaign where brand awareness was increased by 26% and propensity to purchase increased by 7%. The campaign was seen nearly 24million times last year.<\/p>\n<p>Pip Gill, HCC\u2019s Campaigns Executive, explained: \u201cThis year we will be targeting young foodies, traditionalists, home cooks and ethical eaters and our messaging will focus on sustainability, quality, taste, versatility and health. By utilizing this strategic approach, we will be targeting people who are most likely to purchase Welsh Lamb with messaging which will resonate strongly with them whilst ensuring value for money and efficiency for levy-payers.<\/p>\n<p>\u201cLast year\u2019s results delivered positive results for the Welsh Lamb sector, so we are building on that success and elevating the Uniquely Welsh: Experts in their Field messaging for a refreshed 2024 campaign.\u201d<\/p>\n<p>Laura Pickup, HCC\u2019s Head of Strategic Marketing and Connections, added: \u201cWe are looking forward to championing our farmers in our Welsh Lamb campaign again this year. Their dedication to producing sustainable and nutritious Welsh Lamb to the highest standards is something we are proud to celebrate through our campaign.<\/p>\n<p>\u201cPlease keep your eyes out for advertisements over the coming months and don\u2019t forget to visit <a href=\"http:\/\/www.eatwelshlambandbeef.com\">www.eatwelshlambandbeef.com<\/a> for delicious Welsh Lamb recipes and more information.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hybu Cig Cymru \u2013 Meat Promotion Wales (HCC) has announced that the 2024 PGI Welsh Lamb campaign has commenced this week at the Royal Welsh Show. The Welsh red meat promotion body are kickstarting their annual home-market brand advertising campaign on the first day of Wales\u2019 largest agricultural show with Welsh Lamb television adverts appearing &hellip; <a href=\"https:\/\/meatpromotion.wales\/en\/newsroom\/2024-pgi-welsh-lamb-campaign-launched-at-royal-welsh-show\/\">Continued<\/a><\/p>\n","protected":false},"author":4,"featured_media":3027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-3026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2024 PGI Welsh Lamb campaign launched at Royal Welsh Show - Hybu Cig Cymru<\/title>\n<meta name=\"description\" content=\"Hybu Cig Cymru- Meat Promotion Wales. In HCC\u2019s orbit, new developments happen daily, in both our home or international export markets, our family farm network or around industry policy matters. When things happen, you will read about them here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meatpromotion.wales\/en\/newsroom\/2024-pgi-welsh-lamb-campaign-launched-at-royal-welsh-show\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024 PGI Welsh Lamb campaign launched at Royal Welsh Show - Hybu Cig Cymru\" \/>\n<meta property=\"og:description\" content=\"Hybu Cig Cymru- Meat Promotion Wales. In HCC\u2019s orbit, new developments happen daily, in both our home or international export markets, our family farm network or around industry policy matters. 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