TV, Press Advertising, Radio and in supermarkets.

EU - Welsh Lamb

The ‘Double L’ campaign uses a popular convention in the Welsh language to celebrate the provenance of Welsh Lamb and distinguish it as a premium product in a category of it’s own: ‘There’s lamb … and there’s Llamb.’

The TV ad was supported by outdoor, online and social content, including an innovative and interactive presence at key music festivals where event goers were given cards with ‘double L’ words on them – Llive, Lloud, Llandscape, Llove, Llaughs, Llush – and invited to capture and share relevant pictures featuring the words.


Inspired a 45.6% increase in sales, even while sector declined 4.8%

Increased social engagement by 266%

PR earned media equivalent of £1.5m advertising

Market beating increase in sales through Tesco, Asda and Sainsbury's.

Publicity through Social Media and featured by BBC on Loose Women.

Company details

10 January 2008
Food and drink
Their campaigns have inspired the foodie fraternity to fall back in love with Welsh Lamb.
Pip Gill Marketing Manager Meat Promotion Wales (Hybu Cig Cymru)