Starting this month, Weber Shandwick has been tasked with raising awareness and recognition of Welsh lamb, both off- and online.
The account will be handled by Weber Shandwick’s food and nutrition network team based in Manchester, which already works with leading consumer clients such as Aldi supermarkets.
HCC comms manager Alan Morris said: ‘There’s a great synergy between Weber Shandwick’s experience and expertise, and what we need from a PR agency.
‘The agency’s proposals proved the team was not only extremely insightful but also very innovative and inspiring. After an extremely competitive pitch, we feel confident we have chosen the agency that will help us deliver our reputation for quality.’
Welsh lamb has Protected Geographical Indication (PGI) status in order to stimulate demand and consumption throughout the UK. The PGI mark protects products with unique characteristics based on provenance, quality and traceability.
Weber Shandwick North MD Jo Leah added: ‘The European mark helps to provide a compelling story when engaging the media and public alike.'