5 March 2012 - 2:18pm | posted by | 0 comments

Irish Food Board Bord Bia begins Quality Assured Beef campaign

Irish Food Board Bord Bia begins Quality Assured Beef campaignIrish Food Board Bord Bia begins Quality Assured Beef campaign

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.”

Spinnaker

London

We’re an award winning creative marketing agency. We bring brands to life in a digital world. Using multiple platforms we make consumers feel and... Read more

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

The Drum DREAM Awards

02/06/2015
Not only do brands need big ideas, they need big ideas that...

The Future Factory: Winning New Business Via Email

02/06/2015
The Future Factory, new business generating agency based in...

Solid-as-a-rock strategy for County Stone Granite

01/06/2015
County Stone Granite is an established family business with...

Avalon's Spirit Collection launch for Hailstones Glass Jewels

01/06/2015
How do you launch a new jewellery collection? Based on the...