Welsh Lamb
Creating a comprehensive marketing strategy to position Welsh Lamb as first choice for the premium buyer.
Hybu Cig Cymru (HCC) – Meat Promotion Wales – wanted to increase brand awareness of Welsh Lamb.
With supermarket shelves stacked high with cheap lamb, consumers didn’t see a reason to pay the premium for superior Welsh produce.
Recognising the need for a comprehensive marketing strategy, HCC sought AgencyUK’s help to position Welsh Lamb as a premium product, increase awareness and boost sales in both supermarkets and individual butchers.
5.6%
Increase in sales despite 4.8% sector decline.
Featured
On BBC Breakfast and Loose Women.
A robust four-year marketing strategy was developed, placing Welsh Lamb firmly in consumers’ minds as the only choice for quality lamb.
Our playful ‘Double L’ campaign used the unmistakably Welsh language convention to proudly celebrate the lamb’s heritage, distinguishing it as a premium product in a category of its own.
The overarching message of the campaign emphasised the uniqueness of Welsh Lamb with the slogan, “There’s lamb … and there’s Llamb.”
The TV ad was supported by engaging outdoor, online and social content.
This included an interactive presence at music festivals which involved distributing cards with ‘double L’ words to event-goers, encouraging them to capture and share relevant pictures featuring these words.
“Their campaigns have inspired the foodie fraternity to fall back in love with Welsh lamb!”
Pippa Gill
Our work in action.
Camp Bestival
Reshaping perceptions and boosting ticket sales for the UK’s largest family festival.
Our Future Health
Launching and raising awareness for the UK’s largest-ever health research programme.
Tala
Expanding one of the UK’s favourite baking brands to reach new heights.
