Welsh lamb goes to the movies

Welsh Lamb will be making its first ever appearance on the big screen next week as the new Welsh Lamb TV advert hits cinemas nationwide.

The 50 second cinema advert will appear in a total of 1091 cinemas from 16 -29 November 2007 as part of an UK wide advertising campaign to promote the unique qualities of Welsh Lamb.

Entitled "Wet Your Appetite", the advert which features the voice of Welsh actor and Hollywood star Matthew Rhys, is an adaptation of the well-received Welsh Lamb TV advert that is currently being aired on ITV1 Wales, ITV1 Meridian, ITV1 Central, Channel 4, GMTV, S4C and UKTV Food.

The cinema advert is part of an integrated marketing campaign launched by Hybu Cig Cymru-Meat Promotion Wales (HCC) and funded by the Welsh Assembly Government, to help Welsh farmers combat the after-effects of the foot and mouth disease outbreak.

Gwyn Howells, chief Executive of HCC said: "The cinema advert will showcase the virtues of Welsh Lamb to a whole new audience. The television exposure has raised awareness of Welsh Lamb as a brand and we are confident that the cinema advert will be as well received.

He continued: "This, along with an increase level of activity with the multiple retailers, additional TV adverts and press adverts to target key audiences are all aimed at encouraging consumers to eat more Welsh Lamb."