Welsh Beef campaign is ‘naturally’ a success

Hybu Cig Cymru – Meat Promotion Wales (HCC)’s multi-media campaign to promote PGI Welsh Beef has seen an increase in awareness and propensity to purchase for the brand.

The ‘Welsh Beef: Naturally Local’ campaign featured real Welsh Beef farmer stories across a range of marketing channels including: television, radio, printed advertising, outdoor advertising, social media and digital advertising, all bearing successful results for Hybu Cig Cymru and the wider Welsh Beef sector.

The campaign featured farmers from south, mid and north Wales:  brothers Ben and Ethan Williams from Pentyrch in south Wales; Emily Jones from Tregaron in mid Wales and Alwyn Phillips from Caernarfon in north Wales. The campaign championed sustainable Welsh farmers by putting them in the spotlight and highlighted Welsh Beef as the ‘naturally local’ choice to consumers and shoppers across Wales.

Farmer Alwyn Phillips explained: “As a life-long farmer it was a real joy to be able to play my part in promoting the fantastic Welsh Beef that we produce here in Wales and showcase the fantastic scenery and surroundings which make it all possible.

“Like many of my counterparts and farming friends, I take a great deal of pride in working in harmony with Wales’ natural resources and environment to produce the highest quality Welsh Beef. I hope that this campaign has given consumers and shoppers an authentic insight into how farming in Wales is special and different from other parts of the world and given consumers and families reassurance that when they choose Welsh Beef, they are choosing a product which is not only good for them but good for our natural environment also.”

 The campaign ran from November 2023 to the second week of January 2024 and included sweeping landscape footage and photography from the three farms across Wales. A television advert featuring Ben and Ethan Williams was featured on S4C whilst radio adverts were scheduled with Smooth Radio in November and December. Outdoor advertising was also featured at locations around Cardiff City during the Six Nations tournament whilst digital advertising took place across Facebook, Instagram, X and TikTok. The campaign also featured seasonal recipes for the winter and Christmas periods using high-value cuts and joints and promoting Welsh Beef as a high-quality and delicious festive choice.

Over 1.5million people were reached through all the aspects of the campaign and there were over 40,000 clicks on Welsh Beef social channels and webpages. Results from the campaign further show that 85% of adults in Wales were aware of the Welsh Beef brand and their willingness to purchase increased by 21 percentage points, demonstrating a positive impact from the advertising.

Phillipa Gill, HCC’s Campaign’s Executive, commented: “We are really pleased with the results of the Welsh Beef campaign. The increase in awareness of the Welsh Beef brand and logos and the increased propensity to purchase demonstrates the impact that undertaking these wide-scale, multimedia campaign has.”

“We are looking forward to building on these successful results this year as we continue to promote Welsh Beef as a high quality, natural and sustainable product and champion the Welsh farmers who produce it.”