London, 29 July -- HCC (Meat Promotion Wales) awarded its consumer public relations business for Welsh Lamb to Ogilvy Public Relations Worldwide's (Ogilvy PR's) London office following a five way pitch. Ogilvy PR will implement a year long consumer campaign highlighting the provenance of Welsh Lamb.
The account, which is worth a six figure fee, will sit with the specialist food and drink team in Ogilvy PR which has worked for such clients as Unilever, Seven Seas and Chiquita Bananas.
Bill Joyce, HCC’s marketing manager said, “We are delighted to be working with Ogilvy PR. Their understanding of and passion for the food arena, along with their innovative yet results oriented ideas made them the natural choice for Welsh Lamb.”
In recognition of its quality and special regional significance, Welsh Lamb was awarded the coveted PGI (Protected Geographical Indication) status by the European Commission in 2003. Promoting awareness and understanding of the PGI quality mark, which is also held by regional specialities like Stilton Cheese and Parma ham, will be one of the core objectives for Ogilvy PR’s campaign.
Ash Coleman-Smith, managing director EMEA at Ogilvy PR, who led the pitch, stated, “Welsh Lamb is a fantastic addition to Ogilvy’s growing client portfolio. We are thrilled to be working with a product that is renowned for its quality. “