Welsh Beef has launched a new promotional TV and outdoor campaign, created by Golley Slater Cardiff.

The campaign will run on ITV 1 and Channel 4 until 21 December with the outdoor featuring location photography by Julian Calverley who was briefed to deliver ‘dramatic shots of the Welsh landscape responsible for producing premium quality beef’.

Sion Ashley Jones, managing director of Golley Slater Cardiff: “The concept is to demonstrate the outstanding and natural environment in which Welsh beef is produced.”

The aim of the campaign is to increase the purchase of beef as a Christmas meal.  A lamb TV commercial and press campaign was also launched in (September), again created by Golley Slater.

Media for the campaign is also being bought through Golley Slater, which secured the media account in a seven way pitch against Ogilvy & Mather, McCann Erickson, Matters Media, Total Media, The Media Shop and Thomas Media earlier in 2008.