New TV campaign from Bord Bia urges shoppers to buy more lamb

Bord Bia’s new lamb campaign to highlight the “unmistakable” taste of quality assured lamb is coming to a TV near you soon.

From August 17 to September 7 the TV campaign will target 25-45 year old female shoppers in a bid to to encourage younger consumers to eat more lamb while urging existing shoppers to buy lamb more frequently during the peak lamb season.

The TV campaign is part of an EU-funded promotional drive for lamb incorporating online and print advertising, radio competitions and social media activity.

A secondary aim of the campaign is to highlight lamb as a quality meat product, produced sustainably in remote regions of Europe where it is vital to the local economy, environment and community, Bord Bia said.

In addition to the upcoming TV campaign, and following a successful radio promotion last week, a variety of new lamb recipes will feature in targeted weekend national press supplements and key food magazines throughout September, it says.

The pan-European lamb campaign is focussed on promotion and marketing activities across Ireland, England and France and also Belgium, Germany and Denmark, which Bord Bia said have been identified as having significant potential.

Three promotional agencies; Bord Bia in Ireland, AHDB (Agriculture and Horticulture Development Board) in the UK, and Interbev in France, will be investing €7.7m over a 36-month campaign period with 50% of this being funded by the EU, it said.

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