A major new multi-media advertising campaign extolling the virtues of Welsh Lamb launches today with a simple message – ‘It’s all about quality time’.
Incorporating television, online and print advertisements, the new £800,000 advertising campaign highlights the quality of Welsh Lamb while emphasising its convenience and ease of cooking.
At the same time Welsh red meat promotion agency Hybu Cig Cymru is launching a fresh new website aimed squarely at consumers – www.eatwelshlamb.org.uk – which contains a wealth of valuable information including video recipes, cooking tips and nutritional advice.
It also encourages people to get involved by sharing recipes via a new Facebook page and through Twitter.
Laura Dodds, Market Development Manager with HCC, said the slogan for the campaign – ‘It’s all about quality time’ – summed up today’s hectic lifestyle.
“There are so many demands on people’s time these days – many people are working extra hours and life seems to be one mad rush,” she said.
“Our new advertising campaign aims to show how quick and easy it is to cook a wide variety of Welsh Lamb dishes. It has the double whammy of enabling people to enjoy a delicious meal leaving them to enjoy quality time with their loved ones.”
Research by HCC revealed that shoppers who bought lamb were consistent in the type of cuts they were buying and weren’t taking advantage of the versatility that Welsh Lamb offers.
Three quarters of consumers said they bought joints and two thirds said they bought chops, while cuts like mince, steaks and fillets only featured in a third of shopping baskets.
“Our new joined-up campaign across all media platforms aims to show it’s not just about traditional roasts - there are a fantastic range of different cuts of Welsh Lamb that can be used to create a variety of delicious recipes for everyday meals” said Miss Dodds.
To further inspire consumers, new Welsh Lamb recipe leaflets have been published by HCC and distributed to independent butchers and supermarkets, which include meals that can be prepared simply and quickly.
“Recipes such as Welsh Lamb cutlets with black pepper crust and mint and spinach salsa are full of flavour and can be prepared in 15 minutes” said Miss Dodds.
The new campaign coincides with the launch of a fresh design for the consumer website, www.eatwelshlamb.org.uk
The website includes recipes, videos, and competitions. It also features interviews with people including Welsh farmers and leading chefs, and top butcher tips – all of whom are closely involved in the Welsh lamb story.
The website also offers consumers greater interaction with social networking sites, making it easier for Welsh Lamb and Welsh Beef lovers to share their favourite recipes via Facebook and Twitter.
Miss Dodds said “The new look website will make it easier for consumers to find a recipe that matches the occasion they are preparing a meal for, whether it be a special occasion or just an everyday meal and share that experience with friends and family.”
To view the advert, click here
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