Bord Bía launches St Patrick's Day beef campaign
Bord Bía, the Irish Food Board has launched a major new campaign to promote quality-assured grass-fed beef in the UK, focusing on an online and social media campaign on Twitter and Facebook.
The ‘Grasstronomy Farm’ campaign hopes to capitalise on traditional St Patrick’s Day celebrations on 17 March, and incorporate online advertising on the BBC Good Food and Food Network websites, blogger outreach, email marketing, and an extensive social media campaign.
It has launched a Facebook app – Challenge the Grasstronomy Chefs – in which consumers can choose ingredients to be made into a recipe at the weekend, with daily prizes available to those who take part in the promotion.
Quality Assured beef will be promoted in UK multiple retailers, with an on-pack competition in which consumers can win an Irish Gastro holiday at the award-winning Ballyknocken Cookery School, County Wicklow.
Henry Horkan, trade marketing specialist, meat, Bord Bía said: “The St Patrick’s Day season is well recognised as a perfect time to celebrate all things Irish and, in particular, the quality of Irish produce and Quality Assured beef. Our ‘Grasstronomy’ campaign allows us to get this message across in an informative and engaging way.”