HCC puts farmers at the fore with new Welsh Beef campaign

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PGI Welsh Beef farmers will be at the heart of a new advertising campaign to celebrate their expertise and showcase what makes Welsh Beef so special.

Hybu Cig Cymru – Meat Promotion Wales (HCC)’s new Welsh Beef campaign will feature a series of advertising in the run up to Christmas across digital, radio and TV, including sponsorship of S4C’s Christmas and New Year programming.

Using the ‘Naturally local’ strapline, the campaign will focus not only on the generations of tradition that defines the industry, but also the extensive nature of livestock farming that is the hallmark of the industry in Wales, and how sourcing food locally is the natural choice for consumers.

One of the farmers taking part in the campaign and epitomising its ‘Naturally local’ ethos is Ben Williams of Garth Uchaf Farm in Pentyrch.

The fourth generation of his family to have farmed The Garth (a scheduled ancient monument on the outskirts of Cardiff) and surrounding area, Ben said:

“Welsh Beef is produced in a very natural environment. It’s mostly extensively farmed on the hills of Wales. I think it gives it that unique flavour, where it’s slower growing by grazing ground that is rich in natural grasses and a variety of herbage. I think this gives it that unique flavour.”

Speaking on why farming in Wales is so special, Ben explained:

“I think the thing I enjoy most about farming is improving our production of food year on year – and in a sustainable way. These two things should always go hand in hand.

“Our hopes for the future are to continue farming in the way that we do to sustainably produce food for the local population. By buying Welsh Beef you’re not only supporting a sustainable practice of farming, you’re supporting a local community. I believe Welsh Beef and Welsh Lamb are the best you can get. It’s produced naturally off the grass that we can grow. What more can you ask for?”

HCC’s campaign will be running over the festive period and into the new year. Explaining more about the campaign, HCC’s Head of Strategic Marketing and Connections, Laura Pickup, explained:

‘“We’re delighted to be putting farmers front and centre of our upcoming campaign. It is a great way of showing how their expertise, hard work and dedication is key to producing a superior product that is respected across the world.

“Not only that, but as global events have showed us more recently, it is vitally important that we produce as much of our own food as possible, and the environmental conditions of Wales mean we are one of the most sustainable places in the world to produce beef of the highest quality.”

HCC’s Welsh Beef campaign will include:

  • Key sponsorship slots on commercial radio stations
  • Sponsorship of S4C programming over the festive period
  • Digital audio pan Wales aligned with ABC1 premium shoppers
  • X (Twitter) promoting 15 sec video, aligned with premium TV content
  • Dynamic search adverts to increase awareness of the brand
  • Programmatic display and video against premium food shoppers

In January, HCC will be focusing its campaign messaging towards health and nutrition information as consumers up and down the country act upon new year’s resolutions and focus on healthy living.

More details about Welsh Beef, including a blog from farmer Ben Williams, can be found on HCC’s promotional Welsh Beef website here.