New Bord Bia campaign to promote Irish dairy to 33m Chinese online shoppers
The food marketing agency has launched its first campaign directly targeting consumers in China, using Origin Green sustainability arguments to convince internet users.
Launched in Shanghai this Friday, the campaign will use a series of online ads, promotions and interaction with influential bloggers. Bord Bia is investing €300,000 into the plan's three-month initial phase, hoping to reach 33m Chinese consumers.
According to the agency, more than 200 200 Chinese food buyers, trade partners and local media attended the campaign launch with Minister for Agriculture Michael Creed, who is on a week-long trade mission in Asia.
"Chinese consumers have been enjoying quality Irish dairy product for many years without necessarily making the link with its origin and what makes it so unique. We can now close that loop by communicating direct to the consumer," Minister Creed said. He added that Bord Bia's Origin Green programme would support the promotion of Ireland as a source of verifiable safe, secure and sustainably produced food.
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A dedicated Chinese-language website has opened in conjunction with the campaign. Bord Bia research has shown that 60% of Chinese consumers shop online each week, compared to less than 20% globally. "The strong influence of social media in China is ideal for reaching our core target audience," said Bord Bia chief executive Aidan Cotter.
Read more from Jack Kennedy on the Asian trade mission below
Can Irish companies keep up with Chinese demand? Visit farmersjournal.ie for Jack Kennedy's reports from the country pic.twitter.com/moNBIjJbNZ
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Launched in Shanghai this Friday, the campaign will use a series of online ads, promotions and interaction with influential bloggers. Bord Bia is investing €300,000 into the plan's three-month initial phase, hoping to reach 33m Chinese consumers.
According to the agency, more than 200 200 Chinese food buyers, trade partners and local media attended the campaign launch with Minister for Agriculture Michael Creed, who is on a week-long trade mission in Asia.
"Chinese consumers have been enjoying quality Irish dairy product for many years without necessarily making the link with its origin and what makes it so unique. We can now close that loop by communicating direct to the consumer," Minister Creed said. He added that Bord Bia's Origin Green programme would support the promotion of Ireland as a source of verifiable safe, secure and sustainably produced food.
A dedicated Chinese-language website has opened in conjunction with the campaign. Bord Bia research has shown that 60% of Chinese consumers shop online each week, compared to less than 20% globally. "The strong influence of social media in China is ideal for reaching our core target audience," said Bord Bia chief executive Aidan Cotter.
Read more from Jack Kennedy on the Asian trade mission below
Can Irish companies keep up with Chinese demand? Visit farmersjournal.ie for Jack Kennedy's reports from the country pic.twitter.com/moNBIjJbNZ
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