Welsh red meat promotion body Hybu Cig Cymru \u2013 Meat Promotion Wales (HCC) has launched a multimedia campaign to promote PGI Welsh Beef.<\/p>\n
The campaign, titled Welsh Beef: Naturally Local <\/em>features advertising on some of Wales\u2019 premier television and radio stations to promote one of Wales\u2019 most iconic food products.<\/p>\n Radio adverts and a special competition have featured on Heart radio station, whilst a new television advert has played throughout December on S4C and ITV Cymru ahead of primetime shows such as I\u2019m a Celebrity Get Me Out of Here, Coronation Street, Emmerdale and Saturday Kitchen.<\/p>\n The television advert features Wales\u2019 outstanding natural landscapes as well as south Wales farmers Ben and Ethan Williams who manage their family\u2019s upland beef and sheep farm in Garth, south Wales. The advert features shots of Ben and Ethan\u2019s herd of Welsh Black cattle as well heather blowing in the breeze and lush green grass.<\/p>\n To reach younger audiences, promotions will be running across digital and social media platforms as well, including Facebook, Instagram and TikTok.<\/p>\n Last year\u2019s Welsh Beef campaign reached 1.5million people across Wales and delivered over 8million impressions and a 21% increase in shoppers\u2019 propensity to purchase.<\/p>\n HCC\u2019s Brand Engagement Lead, Pip Gill, commented: \u201cWe are delighted to bring our Welsh Beef campaign to television screens radio sets and mobile devices across Wales. Welsh Beef is regarded as a high-quality ingredient and we are proud to promote it to shoppers across Wales.<\/p>\n \u201cAs well as taking a multi-media approach to our campaign, we are also utilizing geo-targeting to ensure advertising is reaching people close to stores and shops which stock Welsh Beef to ensure our campaign provides value for money to Welsh levy-payers.\u201d<\/p>\n