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Welsh Lamb ‘Rain’

Agency: Golley Slater

Client: Welsh Lamb

Welsh Lamb is being promoted by a £750,000 TV and press campaign created Golley Slater.

The TV commercial was filmed in the Brecon Beacons and alternates between shots of a rain-lashed cottage and a lovingly prepared leg of Welsh Lamb. Actor, Matthew Rhys, provides the voice-over.

The campaign pays homage to the unique environment and climate of Wales, demonstrating the clearly defined link between the quality of the natural environment and the quality of the meat.

To ensure that it rained on cue, Stuart Rideout, from London production company Ridley Scott Associates, brought in movie rain machines rather than relying on the notoriously unpredictable local weather.

“Filming on location in Wales is always a challenge and the unique micro-climate of the Brecon Beacons meant dealing with low cloud levels which obscured visibility,” said Mike Leeson, Group Managing Director of Golley Slater Advertising.

“Fortunately the combination of the right technology with a world-class director has resulted in some stunning footage of the outstanding Welsh countryside.”

Press advertisements will run in national publications such as The Times, Guardian Weekend, Observer Food Monthly, Delicious, BBC Good Food, Waitrose Food Illustrated & Good Housekeeping.

The ads feature newly commissioned location photography by Julian Calverley, who was briefed to deliver dramatic shots of the Welsh landscape that is responsible for producing premium quality Lamb.

Media for the campaign is being bought through Golley Slater.

A beef TV commercial and press campaign will also launch later in the year (November).

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