Bord Bia launches campaign to encourage young people to choose lamb

A new national campaign to encourage younger consumers aged 25 to 44 to choose lamb has been launched by Bord Bia.

The campaign aims to support the Irish lamb sector through a €450,000 investment to boost consumer demand and drive long-term growth for quality assured Irish lamb.

To better understand the barriers that can prevent lamb consumption among younger consumers, Bord Bia conducted research to address the issue.

The campaign is now live on various media channels including TV, video on demand, online video, digital audio and key social channels.

The versatility of lamb is being displayed through the campaign by showcasing lamb’s wide range of cuts and different cooking methods that can be used.

Commitment

“The investment underlines Bord Bia’s continued commitment to supporting Irish sheep farmers,” sector manager for sheepmeat and livestock at Bord Bia Seamus McMenamin commented.

“Supporting demand for quality assured Irish lamb in Ireland is critical to the long-term sustainability of the sector.

“This campaign is focused on ensuring lamb remains relevant for the next generation of consumers by addressing key barriers and showcasing how versatile and accessible it can be as part of everyday meals.

“By encouraging more frequent consumption among younger households, we are helping to build a stronger, more resilient future for Irish sheep farmers.

“The campaign has a strong national reach through a new TV ad, while digital channels and social media enable more targeted engagement and messaging with younger consumers,” he said.