Irish food board launches TV campaign to highlight grass-fed beef

Irish food board launches TV campaign to highlight grass-fed beef

Bord Bia, the Irish food board, is launching its very first TV advert as part of a marketing campaign which aims to promote the qualities of Ireland’s grass-fed production systems.

Starting on the 14th October, the ‘It’s All Right Here’ campaign will run during the month of October across ITV breakfast shows and will target families across the UK who are looking for sustainably produced, grass-fed beef.

Emmet Doyle, GB meat market specialist at Bord Bia, said: “The ‘It’s All Right Here’ campaign is an opportunity to showcase Ireland’s high standards in grass-fed production systems and highlight the tradition and care of Irish farmers with consumers across the UK.

“It enables us to tell our unique story while showcasing how our lush green pastures, fresh clear air and plentiful rain make Ireland the perfect place for premium quality and delicious tasting grass-fed beef.”

The campaign will also coincide with Bord Bia’s new Grass-Fed Standard for Beef in the UK this month. According to Bord Bia, the Grass-Fed Standard is the world’s first independently verified standard on a national scale that allows Irish processors to track and verify the percentage of grass consumed in the diet of Irish beef herds.

The Grass Fed model will use data collected during the ISO-accredited Sustainable Beef and Lamb Assurance Scheme (SBLAS) – Bord Bia’s quality assurance scheme on Irish farms – at on-farm audits to determine the grass-fed status of each participating herd.

The TV advertising is supported by digital and social advertising, which will feature cut downs of the TV advert shared across Facebook, Instagram and YouTube. The digital campaign will also feature a collaboration with a high-profile chef and the creation of a grass-fed Irish beef delivery box.

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