Bord Bia is beefing up its efforts to get UK consumers to buy more Irish beef.

It is bringing the quality of Irish beef to the attention of the UK consumer audience with the launch of a new digital engagement campaign.

Targeting a food lover audience, Bord Bia says that the campaign is centred on a partnership with high profile Michelin starred UK based chefs and popular food website Great British Chefs.

Top UK chefs including Adam Bennett (The Cross), Andy Mcleish (Chapter One), Shay Cooper (The Goring) and a range of influential food bloggers have been engaged to develop a range of consumer targeted Irish beef recipes, videos and hints/tips content, it says.

In addition to the new content and advertising on the Great British Chef site, Bord Bia will launch a new Irish beef UK website and a comprehensive social media campaign.

Henry Horkan, Beef Manager, Bord Bia UK said that they are delighted to be working with some of the UK’s leading food practitioners and believe the partnerships will accent the premium nature and quality assured status of Irish beef.

“We are looking forward to building even stronger consumer engagement across both the grocery and food service channels,” he said.

The campaign is due to commence today (Wednesday).