Last week Bord Bia commenced a promotional drive on Irish lamb which featured a three-week burst of TV advertising to coincide with the arrival of new season lamb.
In addition to Bord Bia lamb promotions a €7.7m EU Generic Lamb Promotion (2015-17) will be launched across number of European markets over the next two weeks.
The promotion aims to build awareness of lamb among the younger consumer group as an everyday meat and stressing the importance of European lamb production, the campaign theme of ‘Lamb – Tasty, Easy, Fun’ will focus on the 24-45 age group across six markets of Belgium, Denmark, France, Germany, Ireland and the UK.
Pictured at the launch of the campaign are (from left to right) John Lynskey, IFA; Declan Fennell, Bord Bia; sports nutritionist and food blogger Daniel Davey; food blogger Roz Purcell; chef Stuart O’Keeffe and Teresa Brophy, Bord Bia
Key features of the EU promotion drive will focus on;
- Digital Communications: A centralised website www.tastyeasylamb.eu went live at the end of May and by next Monday the full content material will be live, showcasing the production and benefits of European lamb as well as audio-visual content promoting lamb as an everyday meat through recipe ideas. The campaign will also leverage off other social media channels such as Youtube, Facebook and Twitter.
- PR: Targeting influential food journalists and bloggers a series of culinary workshops and press events will be coordinated across all markets and will be supported with press releases, product tastings and samples, POS and new recipe ideas.
- Trade Marketing: In France a campaign involving instore merchandising and point of sale material will be undertake with key retail accounts on a nationwide basis. This campaign will be supported by targeted trade telemarketing as well as a sales incentive competition for butchers and store managers.
- Advertising: Print advertising in Ireland and the UK in targeted publications whose core readership matches our target audience. We will also invest in digital display advertising to support our online presence in Belgium, France, Ireland and the UK. An outdoor advertising campaign will be rolled out in close proximity to key retail stores in Belgium.
With regards to the rollout of the EU Generic Lamb Promotion in Ireland a number of activities are planned over the coming months to include a week-long radio competition on Today FM.
According to Bord Bia Sheep Specialist Declan Fennell securing this EU funding is a significant milestone for the Irish sheep meat industry.
“I have no doubt it will deliver the impact and ambition we all share in driving the image and consumption of lamb across Europe to a younger consumer”, he said.