Bord Bia launches new UK consumer campaign to promote Irish beef
Bord Bia launches new UK consumer campaign to promote Irish beef
Bord Bia is bringing the qualities of Irish beef to the attention of a UK consumer audience with the launch of a new and innovative UK consumer digital engagement campaign.
The campaign, due for launch on 19th August, is centred on a partnership with high profile Michelin starred UK based chefs. The campaign launches in partnership with the food website Great British Chefs.
Henry Horkan, Bord Bia: “We believe that innovative use of the digital space is perfect to build the premium and quality credentials of Irish beef.”
Top chefs including Adam Bennett (The Cross), Andy Mcleish (Chapter One), Shay Cooper (The Goring) and a range of high end food bloggers have been engaged to develop a range of consumer targeted Irish beef recipes, videos and hints/tips content.
Through association with leading food practitioners the campaign will accent the premium nature and quality assured status of Irish beef. To reinforce this theme the campaign carries the line ‘The flavour shows where the best grass grows.’
The campaign will include content and advertising on the Great British Chefs site alongside the launch of a new Irish beef UK website and a full range of UK consumer targeted social channels. The campaign is an ongoing programme with monthly new chef content streamed to all channels with social engagement, competitions and offers tailored to seasonal events e.g Christmas and St Patrick’s Day.
Henry Horkan of Bord Bia said: “We believe that innovative use of the digital space is perfect to build the premium and quality credentials of Irish beef. We are looking forward to building even stronger consumer engagement across both the grocery and food service channels.”
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