The red meat levy body, Hybu Cig Cymru, has confirmed strong performance of its latest \u2018Naturally Local\u2019 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\u2019s most iconic food products.<\/p>\n
The \u2018Naturally Local\u2019 campaign connected with potential customers across Wales, reaching 1.5 million people during the three\u2011month period. Digital activity delivered standout results, providing online alone over 5.5 million opportunities to see the campaign.<\/p>\n
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.<\/p>\n
Outdoor activity formed a central pillar of the campaign, with high\u2011impact 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\u2019s busiest commuter hotspots.<\/p>\n
Television advertising on ITV Wales and a sponsorship of S4C further enhanced reach, with Welsh Beef promoted ahead of popular daytime and festive programmes.<\/p>\n
The campaign was strengthened by the involvement of Lauren Price MBE, who acted as a Welsh Beef Brand Ambassador. Lauren appeared across HCC\u2019s social media content and at the Royal Welsh Agricultural Society\u2019s Winter Fair sharing her support for Welsh Beef, helping engage new and younger audiences with Welsh Beef\u2019s nutritional qualities.<\/p>\n