Bord Bia has launched a new campaign to boost lamb demand among younger consumers.

The national campaign will see a €450,000 investment to boost demand for lamb and "future-proof the sector".

The campaign is designed to drive long-term growth for Irish lamb, that is quality assured (QA) under Bord Bia's QA scheme, by encouraging younger consumers, aged 25 to 44, to choose lamb.

Bord Bia said this will ensure lamb's "continued relevance for future generations".

Bord Bia said it conducted research to "better understand and address" the barriers that can limit lamb consumption among younger consumers.

The campaign will showcase a range of cuts and cooking methods to highlight the versatility of lamb as a midweek choice, and not just for special occasions, the Irish food board said.

The campaign is currently underway, and will reach younger consumers through the media channels they engage with most every day, including TV, video on demand, online video, digital audio, and key social channels.

Bord Bia said it continues to engage with existing consumers aged 45-60.

The lamb campaign is part of Bord Bia’s broader 'Quality Mark' promotions for Irish meat, eggs and horticulture, which the state body said "emphasise the link between choosing food with the Quality Mark and supporting Irish farmers, growers and producers and, in turn, local communities".

Commenting on the initiative, Seamus McMenamin, sector manager for sheepmeat and livestock at Bord Bia, said: "The investment underlines Bord Bia’s continued commitment to supporting Irish sheep farmers.

"Supporting demand for Quality Assured Irish lamb in Ireland is critical to the long-term sustainability of the sector.

"This campaign is focused on ensuring lamb remains relevant for the next generation of consumers, by addressing key barriers and showcasing how versatile and accessible it can be as part of everyday meals.

"The campaign has a strong national reach through a new TV ad, while digital channels and social media enable more targeted engagement and messaging with younger consumers," McMenamin added.