Discover Delicious, an organisation dedicated to promoting the food and flavour of Wales, is launching a new consumer-facing online marketplace, DiscoverDelicious.Wales, which celebrates Wales’ best loved producers and the products that have made them local foodie favourites.
The integrated consumer launch campaign for the marketplace was developed by Bath-based AgencyUK. The activity includes TV advertising, PR, social media, experiential and brand activation. TV advertising broke this week. The launch follows a number of successful consumer test campaigns that have been underway since April 2018.
Discover Delicious is part funded by Welsh Government and is a partnership between Way Out Events and AgencyUK. The Discover Delicious brand, communications strategy and eCommerce site have been developed in collaboration, with AgencyUK’s in-house team leading on delivery.
Laura Pickup, founder of Discover Delicious says: “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.”
The site already features hundreds of products, but Discover Delicious is actively recruiting more producers to join its community.
Sammy Mansourpour, managing director of AgencyUK, adds: “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 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.
AgencyUK is an award-winning full service strategic digital, advertising and creative marketing communications agency based in Bristol, Bath and London.