Bord Bia will begin a TV ad campaign targeted at Irish consumers from 18 June to promote new season Irish lamb carrying the Quality Assurance mark.

Between now and the end of October, Irish consumers will experience 11 weeks of promotional activities including two EU-supported campaigns “Lamb – Try it Love it” in July and September.

Irish farmers in the Bord Bia Quality Assurance scheme play a key role in the success of the Q mark, which is one of the key drivers for consumers in choosing product. In a nationally representative survey, six out of 10 shoppers say that they are more likely to choose the lamb that carries the Quality Mark when shopping.

Three specific cuts (stir fry, cutlets and a leg of lamb) will feature in the ad.