LONDON—HCC (Meat Promotion Wales) has awarded its consumer public relations business for Welsh Lamb to Ogilvy Public Relations London following a five-way pitch. Ogilvy will implement a yearlong consumer campaign highlighting the provenance of Welsh Lamb.
The account, which is worth a six figure fee, will sit within the specialist food and drink team in Ogilvy PR, which has worked for clients like Unilever, Seven Seas and Chiquita Bananas. Promoting awareness and understanding of the PGI quality mark—Protected Geographical Indication status, awarded by the European Commission in 2003—will be one of the objectives for Ogilvy’s campaign.
According to Bill Joyce, HCC marketing manager, the firm’s “understanding of and passion for the food arena, along with their innovative yet results oriented ideas made them the natural choice for Welsh Lamb.”