This is a subscriber-only article
The promotion will coincide with peak supply of new season lamb. It includes a QA mark TV campaign and the EU co-funded initiative called ‘Lamb – Tasty, Easy, Fun’.
Bord Bia has decided not to print advertorials this year due to changes in the way media is consumed by their target age group of 25-45 year olds.
Digital or online channels account for 41% of the daily media exposure for the target group compared with 5% for print media.
The TV campaign has been pushed back from the usual slot of early August to October as the Muslim festival Eid-Al-Adha takes place on 1 September this year, which usually boosts lamb sales.
There will be a ‘Lamb on Wednesday’s’ video as part of the EU’s ‘Lamb – Tasty, Easy Fun’ campaign. And well known foodie personalities will become ‘Lambassadors’, commissioned to try recipes from the EU lamb campaign.
SHARING OPTIONS: