Welsh beef on TV

Welsh beef will be back on the box this week, with a new television campaign in the run-up to Christmas.

The adverts, created by Golley Slater and running on ITV1 and S4C, are described as a "journey through a number of beef dishes to show the versatility of the product", and are aiming to boost the purchase of beef as a Christmas meal.

A voiceover will be provided by well-known Welsh actor Matthew Rhys, who has already lent his vocals to a recent Welsh lamb campaign.

The TV campaign will also be supported by outdoor ads, featuring newly commissioned location photography by Julian Calverley, who was briefed to deliver dramatic shots of the Welsh landscape that is responsible for producing premium quality Beef.

"The concept is to demonstrate the outstanding and natural environment in which Welsh beef is produced," said Mike Leeson, group managing director of Golley Slater Advertising.