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Bord Bia unveils digital St Patrick’s Day campaign with Spinnaker

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By Ishbel Macleod, PR and social media consultant

March 4, 2013 | 2 min read

Bord Bia, the Irish Food Board, has launched a St Patrick’s Day campaign, which will include a mobile-optimised Facebook app, online advertising, search, blogger outreach, video and PR.

The campaign, created by Spinnaker is set to run for six weeks.

Henry Horkan of Bord Bia said: “We believe that our innovative use of the digital space to represent the brand and product produces a fun, engaging promotion that is centred around a lovely creative proposition of enjoying a feast with friends and family – something that has universal appeal.”

Using the Facebook app, fans are asked to choose their favourite menu that they would like at their virtual feast, with participants automatically entered into a free prize draw to win a trip to Ireland for six people, as well all daily prizes being on offer.

The app will also be promoted via blogger outreach through incentives and events.

Robert Goldsmith, managing partner of Spinnaker, said: “St Patrick’s Day is a brilliant occasion to promote and celebrate Irish produce. What better way than to theme it around a feast in the traditional Irish manner and celebrate positive Irish values.”

All the seasonal activity focuses on the app, which will be found on the Grasstronomy Farm Facebook page, which Spinnaker created last year.

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