Bord Bia CEO Aidan Cotter at the head office in Dublin.
Photo credit: El Keegan
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Bord Bia this week launched the latest leg of its beef promotion campaign in Britain. The campaign is centred on a partnership with high-profile Michelin-star UK-based chefs and popular food website Great British Chefs.
The chefs and influential food bloggers have been engaged to develop a range of consumer-targeted Irish beef recipes, videos and tips. Bord Bia is also launching a new Irish beef UK website, www.irishbeef.co.uk, and plans an extensive social media campaign.
According to Henry Horkan, beef manager at Bord Bia UK, using social media is the best way to access the target market within the constraints of its UK marketing budget of €315,000.
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In the past, on-pack promotions and mainstream media were used, but this has evolved with the growth of social media.
The ambition of the campaign is to encourage British beef consumers to accept Irish beef as a premium product. Independent research demonstrates that 80% of British consumers find Irish beef as acceptable as British beef and unprompted awareness of Irish beef among British consumers is just behind that of domestic English or Scottish beef, and ahead of Welsh.
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Bord Bia this week launched the latest leg of its beef promotion campaign in Britain. The campaign is centred on a partnership with high-profile Michelin-star UK-based chefs and popular food website Great British Chefs.
The chefs and influential food bloggers have been engaged to develop a range of consumer-targeted Irish beef recipes, videos and tips. Bord Bia is also launching a new Irish beef UK website, www.irishbeef.co.uk, and plans an extensive social media campaign.
According to Henry Horkan, beef manager at Bord Bia UK, using social media is the best way to access the target market within the constraints of its UK marketing budget of €315,000.
In the past, on-pack promotions and mainstream media were used, but this has evolved with the growth of social media.
The ambition of the campaign is to encourage British beef consumers to accept Irish beef as a premium product. Independent research demonstrates that 80% of British consumers find Irish beef as acceptable as British beef and unprompted awareness of Irish beef among British consumers is just behind that of domestic English or Scottish beef, and ahead of Welsh.
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