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MEAT PROMOTION WALES

Showcasing Welsh pork

Frequently overlooked by Welsh consumers in favour of the more famous Welsh Lamb, the majority of pork produced in Wales is exported to foreign markets instead of being consumed at home.

To tackle this, Golley Slater was briefed to create a new brand identity and website – Porc.Wales – and to promote it to consumers, independent retailers and the food service industry through a series of trade and consumer launches.

The campaign’s momentum was maintained via a media trip to Humble by Nature farm, and content sourced from pork producers, butchers and chefs from across Wales helped us keep the website and social media platforms fresh and relevant; sharing case studies, recipes and competitions.

Our activity generated a total of 54 pieces of coverage across 45 outlets, reaching over 1 million people. The Porc.Wales social media pages now have a combined total of over 3,000 followers and in a recent survey conducted by the client, Wales was named as the second most likely country to be associated with pork.