The Agency, the award-winning Bath integrated media consultancy, has launched a national advertising campaign to promote Welsh lamb for its client Hybu Cig Cymru – Meat Promotion Wales.
The campaign, which uses the strapline ‘Not all lamb is created equal’, aims to increase awareness of the brand and clearly differentiate it from the competition. 
It will use TV advertising, press, online and point of sale initiatives as well as a social media outreach programme to reach consumers and the trade.
It aims to reach people at every consumer touch point, whether they are browsing food magazines, searching for recipes online, doing their weekly supermarket shop or perusing the meat counter at their local butchers.
The Agency managing director Saman Mansourpour said: “Many discerning people want the best food on their plate, and these are the people we are targeting.
“With the fragmentation of media, and the dominance of the digital media landscape, taking an integrated approach is the key to engagement in such a competitive marketplace.”
The advertising campaign will be supported by on-pack competitions where foodies can show off their own kitchen wizardry cooking with Welsh lamb.
Welsh lamb has been granted Protected Geographical Indication (PGI) status by the European Union, placing it among an elite group of European foods which boast high quality and traceability.
Philippa Gill, brand marketing executive at Hybu Cig Cymru – Meat Promotion Wales, the organisation responsible for the development, promotion and marketing of Welsh meat, said: “We have recognised that the world has changed, and we needed to find new ways to connect with people and grow the Welsh lamb brand by raising awareness of its unrivalled quality.
“We are always ahead of the market with our campaigns, and this campaign developed in partnership with The Agency is no exception.”
The Agency was recently ranked the UK’s No 1 independent agency in the prestigious 2014 Drum Agency Census.
Saman Mansourpour added: “Our success in 2014 is down to bold clients with an appetite for acquiring market share, a more favourable economic climate as well as our Independent Agency of the Year ranking, which has helped us raise our profile with key company decision makers.
“But we’ll never forget that it’s the expertise and commitment of our team that defines us and the passion we share with our clients that allows us to create award winning work.”
