TV campaign provides a boost for Welsh lamb

Welsh Lamb's TV advertising campaign helped to successfully grow Welsh Lamb's share of fresh meat and brought new buyers into the brand, according to research carried out on behalf of HCC/ Meat Promotion Wales (HCC).

And nearly half the viewers who saw HCC's television advertisement, which was run in Autumn 2005, said they were more likely to buy Welsh Lamb as a result of the campaign.

The television exposure raised awareness of Welsh Lamb as a brand with many of those consumers either being new buyers or existing buyers increasing their purchase.

Buyer numbers increased by over 5 per cent during the advertising period in the regions where the advertising had occurred and penetration rose by 16 per cent among those that received the most advertising exposure, as opposed to a decline of - 4.3 per cent in the non advertised regions, demonstrating a clear sales effect amongst this group.

Stewart Pope, Marketing Manager for HCC said: "The research shows that the advertisement content has been well received. Welsh Lamb was considered an appealing product by the families watching and encouraged a higher trip spend by those going shopping.

He added: "This is the second year running that we have shown the Welsh Lamb TV advert in England and Wales and this latest research shows a healthy return and the positive response witnessed is above our original expectations."

Following the TV campaign 94 per cent of consumers asked said that they would be happy for all their family to eat Welsh Lamb, 88 per cent thought that the advert reassured them of the quality of the lamb and 74 per cent stated that they were more likely to buy branded Welsh Lamb.