Bord Bía launches new beef campaign

A new campaign is being launched this week to highlight the qualities of Irish beef to UK consumers.

Bord Bía, the Irish food board, will use a new UK consumer digital campaign in partnership with high-profile Michelin-starred chefs and food website Great British Chefs.

Top chefs, including Adam Bennett (The Cross), Andy Mcleish (Chapter One), Shay Cooper (The Goring) and a range of high-end food bloggers, will develop a range of Irish beef recipes, videos and hints/tips.

The campaign will focus on the premium nature and quality-assured status of Irish beef with the line ‘The flavour shows where the best grass grows’.

As well as content and advertising on the Great British Chefs site a new Irish beef UK website will be launched and a full range social media channels used to target consumers. The campaign is an ongoing programme, where monthly new chef content will be streamed to all channels with social engagement, competitions and offers tailored to seasonal events such as Christmas and St Patrick’s Day.

Henry Horkan, trade marketing specialist for meat at Bord Bía, 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 foodservice channels.”

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