Bord Bia, the Irish food board, has launched a new digital consumer engagement campaign in the UK with the aim of bringing the qualities of Irish beef to the attention of British consumers.
The campaign is centred on a partnership with high-profile chefs such as Adam Bennett, Andy McLeish and Shay Cooper, who, alongside several high-end food bloggers, have been engaged to develop a variety of consumer-targeted Irish beef recipes, videos and content.
The campaign will accent the premium nature and quality assured status of Irish beef, reinforcing this theme by carrying the tagline “the flavour shows where the best grass grows”.
The campaign will include content and advertising, 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 such as Christmas and St Patrick’s Day.
The campaign, due for launch on 19th August, has been conceived and created in partnership with leading UK digital agency Spinnaker.
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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