Meat Promotion Wales

Four has worked with Hybu Cig Cymru - Meat Promotion Wales since 2018, delivering integrated campaigns to promote Welsh lamb, beef and pork.

In 2023, we delivered the Experts in their Field campaign to increase awareness, perception and consideration of PGI Welsh Lamb among consumers in England and Wales.

Our role covered strategy, creative development and delivery across TV, digital, outdoor, search, social media and PR. The campaign placed real Welsh farmers at the heart of the story, using emotive and authentic storytelling to build trust and authority.

Running from April to November, the campaign delivered strong reach and engagement across channels. It drove increased consideration, improved brand trust and supported increased confidence among retail and trade partners, reinforcing Welsh Lamb’s premium positioning.