The Irish Food Board, Bord Bia, has begun a campaign to support the promotion of its Quality Assured Beef.
The campaign, by Spinnaker, has been developed to coincide with St Patrick’s Day, beginning today (5 March) and running until 31 March, across online advertising, email marketing, on-pack and social media.
Spinnaker has featured the concept of ‘Grasstronomy Farm’ which will aim to reflect the quality of the Irish beef.
A Facebook app ‘Challenge the Grasstronomy Chefs’ has also been developed, which will challenge consumers to vote for four different ingredients each day. At the end of the week, the ingredients chosen by the majority of users will form a weekend recipe.
The on-pack activity will see Quality Assured Beef promoted within several retailers, and will also invite consumers to enter a competition to win an Irish Gastro holiday.
Online advertising will also appear on BBC Good Food and Food Network websites, driving people to the Facebook app.
Henry Horkan, trade marketing specialist for Meat at Bord Bia, explained: “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.”
Robert Goldsmith, managing partner at Spinnaker, added: “We know that our target audience looks for cooking inspiration when on-line. Our campaign reflects through consumer participation that reinforces the quality of grass fed beef.”