Discover Delicious Wales - a venture partly funded by the Welsh Government - has kicked off a consumer wide campaign launch courtesy of AgencyUK aimed at celebrating Wales’ varied food producers to a wider audience.
The integrated campaign, which includes TV advertising, PR, social media, experimental and brand activation follows from a consumer test campaign that began earlier this year. The site aims at showcasing a variety of local food produce, bringing Welsh flavours to consumer’s table and putting Welsh food on the map.
Founder of Discover Delicious, Laura Pickup, explained: “We’re proud of the fantastic food and drink in Wales and really excited to see this campaign promote the incredible products to a wider market. Our Discover Delicious team collectively bring over 20 years of experience in marketing Welsh produce and with AgencyUK’s support, our mission is to bring Welsh flavours to consumers’ tables nationwide and put Welsh food on the map. We’re here to support producers from all corners of the country in that mission, amplifying their profile and products as part of a connected network that promotes the rich gastronomy of Wales.”
She added that the site is continually looking for more producers to sign up: “Producers not only benefit from a UK wide marketing campaign planned and executed by AgencyUK. They also gain access to a comprehensive eCommerce marketplace and become part of a growing community of entrepreneurial farmers, brewers, butchers, merchants and other producers - the very best that Wales has to offer. The business has the ethos of ‘together stronger’ and invites producers to share their experiences and expertise with each other, helping them to grow their businesses.”
Sammy Mansourpour, managing director of AgencyUK, added: “We’re delighted that Discover Delicious is now ready for launch. We’ve spent many months working behind closed doors, developing the brand and testing the website with producers and consumers alike. We know we have a strong brand with huge potential and we can now look forward to amplifying the Discover Delicious story in 2018 through engaging content and compelling advertising campaigns. We’ll start with a TV, PR and social media campaign this month (June).”
The project has received funding through the Welsh Government Rural Communities - Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.