Bord Bia has launched its first consumer campaign in Ireland since 2020 to promote increased sales of Quality Assured beef.

According to Bord Bia, some of Ireland’s key export markets are currently experiencing difficult trading.

Meanwhile, the latest Irish retail data shows a 4.3% decline in beef sales volumes.

Against this backdrop, Bord Bia is targeting younger Irish shoppers aged 25 to 44, encouraging them to purchase Quality Assured beef and highlighting its taste, nutritional benefits and versatility as an everyday meal option.

Speaking about the campaign, senior manager of meat and livestock at Bord Bia, Joe Burke said: “Bord Bia’s promotion and support for the Irish beef sector has strategically focused on overseas markets as over 85% of Irish beef is exported.

“However, we have seen some challenges in the Irish market in recent months, and we recognised an opportunity to increase our focus here to support demand for Irish beef.”

Through this campaign, Burke said that Bord Bia hopes to re-engage younger shoppers and remind them of the “quality, taste and versatility of Irish beef, while encouraging them to actively look for the Bord Bia Quality Mark when making their purchase”.

Younger consumers

Research commissioned by Bord Bia found that younger consumers can perceive beef as expensive or best suited to a weekend treat.

The new campaign aims to challenge these perceptions by demonstrating that beef can be a delicious, nutritious, and convenient choice for any day of the week.

The campaign, titled ‘Because You Deserve It’, focuses on mince, burgers, and steaks, showcasing how Irish beef can be incorporated into simple and appealing midweek meals.

The campaign also encourages consumers to actively look for the Bord Bia Quality Mark when purchasing beef to support Quality Assured farmers and producers.

The three-week campaign, which commences on Tuesday, September 24, will run across a range of channels, including TV players, radio, podcasts, outdoor advertising at retail locations, and social media. 

The campaign forms part of Bord Bia’s wider role in supporting the Irish beef sector by building demand for Irish beef at both consumer and trade level.