After winning the pitch to work with Hybu Cig Cymru (Meat Promotion Wales), we were asked to develop a campaign for Christmas, promoting Welsh Beef as an alternative to traditional turkey.

Welsh Beef has PGI status, meaning it’s unique quality and characteristic are a result of the Welsh landcape on which the cattle are born and raised. Our campaign focused on the idea of ‘home’, bringing Welsh homeland, farming traditions, home cooking and family together. 

Our Work

Christmas is a chance to spend quality time with friends and family. The successful creative invited people to “Come home for Christmas” whilst reminding us of the importance of the product’s homeland. After all, who could resist an invitation to share a delicious joint of roast Welsh Beef with good company?

We created a microsite to run alongside the campaign and a competition which encouraged customer sign-up. We asked people to tell us ‘who they would be spending Christmas with’; the favourite answers all winning personalised aprons. The microsite also featured Welsh Beef recipes such as ‘Nan’s Fancy Christmas Roasters” and "Mum’s Famously Secret Bread Sauce”.

The campaign launched with 6- and 48-sheets placed near key supermarkets and press advertising in food magazines. We created mailers, posters and information sheets that were distributed to independent butchers who helped promote the campaign and sell Welsh Beef. All creative was produced in dual language, Welsh and English.