AgencyUK (formerly The Agency) has released its first fully integrated TV-led campaign for Welsh Lamb.
The TV ad, entitled ‘First words’, launched on 2nd September and features the brand’s new strapline: ‘There’s lamb… and there’s Llamb’.
The action opens on three generations of a family enjoying lunch. The young boy announces ‘Lamb!’ when it is brought to the table and, while his doting mother celebrates his ‘first word’, his foodie father is less impressed, setting the boy straight on the provenance of ‘Welsh Lamb’.
‘First Words’ was written by AgencyUK creatives Zane Radcliffe and Jake Pole and directed through MTP by Damien O’Donnell, best known for his feature film East is East.
The TV ad is supported by outdoor, online and social content, including an innovative and interactive presence at key music festivals where event goers are 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.
The ‘Double L’ campaign uses a letter in the Welsh language to celebrate the provenance of Welsh Lamb and distinguish it as a premium product in a category of its own: ‘There’s lamb… and there’s Llamb.’
‘Reclassifying Welsh lamb as ‘Llamb’ just seemed like a wonderfully simple shorthand that sets the brand apart,’ said creative director Zane Radcliffe. ‘We were tickled by the idea of taking a classic family moment – the shared joy in a child’s first word – and turning it on its head.’
The ad will be aired on a total of 26 varied satellite and cable channels including S4C, Sky News, Channel 5 and More4 for a period of six weeks, garnering over 15 million viewers.
The recipe featured in the TV ad is Welsh Lamb shank with Rogan Josh Ragout.