Case Study: The home of Welsh Lamb & Welsh Beef boosts Welsh Lamb sales and premium awareness with AgencyUK

The home of Welsh Lamb & Welsh Beef boosts sales 5.6% with AgencyUK

The home of Welsh lamb & Welsh beef, a meat promotion organization, sought to increase brand awareness and counter the perception of its product as a generic commodity. They faced the challenge of convincing consumers to pay a premium for Welsh lamb over cheaper alternatives. The organization engaged AgencyUK to develop a comprehensive marketing strategy to position Welsh lamb as a superior product.

AgencyUK created a multi-channel campaign centered on a playful "Double L" concept that proudly celebrated the product's Welsh heritage. The solution included a TV advertisement supported by outdoor, online, and social content, as well as interactive festival activations. This strategy successfully increased sales by 5.6% despite a 4.8% sector decline and secured featured coverage on major television programs.

The home of Welsh Lamb & Welsh Beef