Meat Promotion Wales (HCC)’s Welsh Lamb campaign has received a Certificate of Excellence at the recent IN2SABRE Awards EMEA.

The IN2SABRE Awards recognise excellence and innovation within public relations, focusing on content creation and relationship building. HCC’s 2018 Welsh Lamb Campaign received a certificate of excellence within the ‘Best use of social media or analytics for audience insights or influencer targeting’ category.

The award comes after HCC made a deliberate digital switch in their marketing efforts; investing in targeted social media advertising over traditional television and print advertising.

HCC’s Market Development Manager, Rhys Llywelyn commented

‘We are delighted to receive industry recognition for our social media engagement work. We are focusing more and more on digital advertising over traditional platforms, meaning that we can target specific groups and demographics who are most interested in our product.’

HCC have just launched a selection of new recipe videos for use on social media, specially launched for Love Lamb Week which was from September 1-7.

Rhys explained ‘Love Lamb Week is the annual UK-wide celebration of home-produced lamb. We have worked with a group of exclusive food influencers and bloggers who have been sharing their recipes during Love Lamb Week as well as our own selection of specially crafted PGI Welsh Lamb recipe videos in time for peak lamb season.’

‘Our new recipes can be found on our Youtube channel ‘Meat me in the Kitchen.’

Rhys continued ‘In addition to our recipe ideas and inspiration, we are also using our social media platforms to share messages around Welsh red meat’s sustainable production, highlighting red meat’s health credentials and having farmers share their stories about how Welsh red meat is produced. With media myths and misinformation, it is important we give the public true and accurate information about Welsh red meat.’

HCC have also been shortlisted, in partnership with marketing agency Four Cymru, for 4 awards in the upcoming CIPR Cymru PRide Awards for Best publication, Best Event, Best use of influencer relations and Best use of social media.

In addition to digital advertising and social media presence, HCC’s upcoming PGI Welsh Lamb and PGI Welsh Beef promotions include: offering samples at a string of supermarkets in England and Wales, securing features in in-store supermarket magazines and attending key festivals and event such as Abergavenny Food Festival and the Good Life Experience.