Heavenly campaign for Welsh beef
Published:  27 October, 2015

Welsh beef is the focus of a new TV campaign highlighting its succulence and flavour. 

The soundtrack for Hybu Cig Cymru - Meat Promotion Wales’ new campaign, featuring the world-famous hymn ‘Bread of Heaven’, has been recorded by west Wales’ Ospreys Supporters’ Choir – with the members of the choir coming up with their own composition, ‘An Ode To Welsh Beef’.

The new 30-second ad will air for the first time this week and will run for four weeks across commercial TV channels in Wales and social media.

The 50-strong choir of men and women from across Swansea, Neath, Port Talbot and Bridgend recorded their version of ‘Bread of Heaven’ for the latest instalment of HCC’s long-running promotional campaign, which has featured throughout the Six Nations and World Cup tournaments this year.

The choir, which sings at The Ospreys home matches, was formed in 2006 as part of the ‘Codi Canu’ television programme on S4C.

Ken Thomas, committee member of the Ospreys Supporters’ Choir, said: “The Choir really enjoyed the experience of recording ‘Bread of Heaven’ in what has been a very successful year – being part of a TV series and an appearance at the Green Man festival. We hope that we can help promote Wales, our culture and its produce to the world.”

Laura Pickup, HCC’s market development manager, said: “I’m urging all Welsh fans to get behind the choir, get online and send their recordings viral. They have been brilliant as we have been planning and recording this near operatic opus.”

To coincide with the launch of the new advert, Welsh Beef has also launched a new competition across its social media channels, giving people the chance to win their little ‘Slice of Heaven’.

Entrants need to just tweet or post onto Facebook, with the hashtag #SliceOfHeaven, and tagging @PGIWelshBeef, their idea of ‘Everyday Heaven’. Monthly winners will be drawn between November and June. For more details visit www.eatwelshbeef.com.