Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Consumer Marketing through Covid19 and beyond. 2020 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Background
Demand changes in Retail and Foodservice
Surge in cheaper cuts like mince
Closure of the multi-billion pound Foodservice industry
Major issue with carcase balance in Beef
People’s shopping habits changed
People’s media viewing habits changed Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Key objectives
• Encouraging house bound families and individuals to increase purchasing of non-minced PGI Welsh Lamb and PGI Welsh Beef from both supermarkets and independent retailers and butchers.
• Increased social media following
• Increased e-bulletin sign-ups to the HCC B2C channels in order to provide a captive audience for future bursts. Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
#MeatTheChallenge
2.20 long advert created with Chris Roberts
With vertical 15-second advert variant for Instagram story Suite of social media graphics created to compliment the https://youtu.be/DsN3CGTZYeY campaign Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
3,671 page views Culinary Dozen 3m 16s average time on page Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Overview of Welsh Beef video performance Gareth Matt Ludo Hywel Bryn Brian Stephen Matt Steven Total Ward Maldron Dieumegard Griffith Williams Webb Terry Powell Stephens
Reach 108,116 129,857 114,058 156,868 206,895 94,377 156,135 86,793 68,731 1,121,830
Facebook 63,910 87,964 86,680 137,314 170,933 73,882 87,100 70,820 59,842 838,445 video view
1-minute 2,426 7,906 1,694 2,143 6,175 2,840 15,392 1,253 1,009 40,838 views
Reactions 153 381 279 483 613 152 393 101 58 2613
Comments 6 28 5 29 38 11 52 14 4 187
Shares 23 61 37 39 27 November88 25 2020 39 14 3 329 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Other paid adverts Steak recipe - Poll Educational resources
Steak night Elwen – mixed kebabs Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales Media Partnership work Immediate
Entries 11,486 Impressions 1,860,254
Newsletter sign ups 7,920 Reach 1,173,120 (c.7k following removal of Clicks 45,148 Total page views 74,333 (+184% over original duplications) Click through rate 3.85% target) Total unique users 58,516 Reactions 5,517 27 November 2020 Dwell time 1m 42s (against benchmark of Comments 1,454 1m)
Shares 1,402
Engagement rate 0.71% Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
DAX*and Radio campaign
DAX Radio 6 week radio campaign across Heart North Wales, Heart South Wales, Capital North Wales, Capital South Wales and Smooth North Wales & Cheshire
Impressions 8,202,207
Reach 1,013,067
Spots 916
27 November 2020
*DAX (Digital Audio advertising) Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Press adverts and digital Four print ads across campaign period:
27 November 2020 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Newsletter At campaign end Welsh Lamb family newsletter subscribers grown to 23k+
Open rates English 35.3% Welsh 34.2%
27 November 2020 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Press & media coverage Broadcast coverage connected to #MeatTheChallenge / Culinary Dozen included two interviews with Hywel Griffith on Radio Wales & Radio Cymru along with Hang Fire Southern Kitchen cooking Welsh Lamb on the Daily Kitchen Live. Other coverage included: 27 November 2020
Print 15 articles TV 2 Radio 3 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
So what did all this activity help to do?
• Spend on Beef in GB was up 23.4 % for the period (totalling £1.152 billion)
• Volume of total Beef was up 23.1% (totalling 148,000 tonnes)
• Volume per buyer was up 17%
• The total number of buyers was up 5.3%
• Overall, the year to date spend is +16.3%, and YTD volume is +16.5% 27 November 2020
Kantar Worldpanel - 24 w/e 09 Aug 2020 ( from 23rd Feb 20 to 9th Aug 20) Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
At the start of lockdown, steaks saw a sharp increase in volume,
Volume
6000
5000
4000
3000
2000
1000
0 4 w/e 06 Oct 19 4 w/e 03 Nov 19 4 w/e 01 Dec 19 4 w/e 29 Dec 19 4 w/e 26 Jan 20 4 w/e 23 Feb 20 4 w/e 22 Mar 20 4 w/e 19 Apr 20 4 w/e 17 May 20 4 w/e 14 Jun 20 4 w/e 12 Jul 20 4 w/e 09 Aug 20 4 w/e 06 Sep 20
Beef Steaks | Volume (000s kgs) | 4 w/e 06 Sept 2020 vs. 2019 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales Lamb Day content
Our Lamb Day content helped to increase website traffic by over 700% on last year
Facebook 549,288 Reach 6,541 Engagements Twitter Instagram 2,283 Likes 256,443 Reach 502,664 Reach 93 Loves 7,691 Engagements 1,132 Likes 4 Wow 184 Retweets 6 Comments 204 Comments 728 Likes 4 Shares 139 Shares 108 Replies 14 Saves 3,783 Clicks Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Welsh Lamb BBQ competition Family members Our Instagram following has grown by over 96% in August, most of the growth was driven by our competition: 1,708 Entries
We used Facebook to support our campaign to drive traffic to the website blog New Welsh Lamb Family 200,348 Reach subscribers 125,880 Views 21,379 Engagements 1,212 Entries 1,018 Likes 37 Loves 4 Wow Instagram 1,352,194 Reach 299 Comments followers: 966,611 Engagements 226 Shares 4,562 Likes 10,134 URL Clicks 1699 Entries 2,791 Comments 401 Shares 83 Saves A total of 4,619 people entered our competition to win a BBQ worth over £400 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales Love Lamb Week Content
Facebook Twitter Instagram 80,433 Reach 28,821 Impressions 5,124 Reach 5,471 Engagements 1,594 Engagements 739 Likes 1,115 Likes 41 Retweets 1 Comments 54 Loves 188 Likes 1 Shares 4 Wow 8 Replies 5 Saves 87 Comments 74 Shares 4,135 Post Clicks Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Chris Roberts + Black Axe Mangal
Bakken OG special Lamb hearts Tacos Scrumpets Reach 499,177 324,853 408,947 405,468 Video Views 328,808 150,318 247,409 261,383 Engagements 33,656 25,357 28,590 26,153 Likes 420 279 383 467 Loves 54 39 55 52 Wow 8 1 1 7 Comments 44 22 22 34 Shares 40 30 32 52 Post Clicks 33,094 24,984 28,085 25,539
Main persona audience targeted: Young Foodies Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Waitrose Competition Partnership
27 November 2020 Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
Sainsbury’s Asda
• Working in partnership with Dunbia Working in partnership with Dunbia to produce a to promote their Welsh Lamb Leg & half page feature in Sainsbury’s magazine (digital & Half Leg ‘Food to Order’ Christmas print) for October & November edition with a focus range in store and online. on Welsh Lamb Mini Shoulder Joints.
• Digital Six Sheets outside 70 best performing MFPE Asda stores across UK.
• Digital promotion – online banner on Asda website via best performing search functions.
• Campaign runs mid November to mid December Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales
So what did all this activity help to do?
• Volume of total lamb purchases are up 11.0% year on year
• Sales of lamb were up 15.5% at £133million
• Average price of lamb is up 4.1% during the period
• Penetration +7.7% (more consumers engaging with lamb)
• Overall, YTD spend +7.9%, and volume +2.1%.
• But, importantly, growth in purchases during GB peak season (which also benefitted domestic producers)
Kantar Worldpanel - 12 w/e 04 Oct 2020 ( from 12th Jul 20 to 4th Oct 20) Hybu Cig Cymru
Meat Promotion Wales
hybucig.cymru meatpromotion.wales Our Campaign highlights
• April – May 400%+ growth in web visits year on year with a • Our August BBQ competition proved to be extremely popular range of new chef content secured over the period, with just under 5k entries. This also resulted in the Welsh Lamb resulting in hundreds of thousands of video views of the Instagram following almost doubling during August alone and chef recipes over 1k newsletter subscribers
• Beef social media channels grew at a very strong rate with • Our Reach partnership with 10 regional news outlets across 1.5k+ new followers, which represents 12%+ growth over England and Wales also performed strongly with 25k+ online the 2 month period (April – May) article views, 18k+ social media engagements and 200k+ readers reached through press adverts • Strong performance with the Immediate media partnership resulting in 7k+ subscribers to the Welsh • Social accounts are continuing to grow with audiences engaging Lamb Family newsletter, growing the total audience to more with our new content (such as recipes and videos), 23k+ meaning our approach of posting less often but only with high- quality imagery paying dividends • Digital activities around Love Lamb Week and Lamb Day proved to be very successful, with our focus on pushing • Newsletter sign ups have increased significantly from a base at digital content resulting in 172% growth in impressions the start of the year of around 11k to 30k in total now. That is and 1,025% growth in video views during LLW and an increase of 168%. website visits almost doubling YOY with a 90% increase and 18,658 users viewing 34k+ pages during August