In an effort to receive further backing for PGI Welsh Lamb, shoppers are being offered a luxury holiday for two to Antigua.
The on-pack competition follows in the footsteps of a similar campaign by Red Tractor Assurance, which it claimed was its most successful to date.
Welsh Lamb products at butchers and supermarkets alike will feature a sticker with a unique code. Once bought, consumers are encouraged to submit their code for a chance to win.
The holiday giveaway is part of a five-month marketing campaign that includes a multi-channel television commercial campaign, a mobile billboard promotion, a cooking and recipe roadshow, alongside social media activity promoting Welsh Lamb.
Hybu Cig Cymru – Meat Promotion Wales (HCC) is responsible for the cooking and recipe roadshow that joined the Welsh Government’s farming and food minister Rebecca Evans at a leading Cardiff supermarket.
Evans explained that she was enthusiastic to be supporting the marketing push: “I am delighted to come along to support this important campaign by Hybu Cig Cymru to demonstrate to consumers the quality and versatility of Welsh Lamb,” she said.
“At a time when many of our farmers are struggling with the prices paid for their produce, it is vitally important that government, the supermarkets, the wider supply chain and Welsh consumers pull together to support Welsh farming. Welsh Lamb is highly regarded across the world and I fully expect that its PGI status will provide a further boost to sales within the UK and beyond.”