Bord Bia has unveiled a new national advertising and marketing campaign designed to highlight the role of Irish farmers and food producers in delivering quality assured food to consumers across the country.

The ‘Make Your Mark’ campaign sees Bord Bia take an all-sector approach, to complement species-specific promotions and to shine a light on the collective strength of Irish farming and food production under the Bord Bia quality mark.

The out-of-home campaign tagline - 'Your food choices can support quality assured farmers' - underscores the powerful role consumers play in sustaining Ireland’s agri-food community, the food marketing body said.

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The campaign features real farmers, growers and a Bord Bia auditor.

Consumers

“Every day, Irish shoppers make choices that have a direct impact on farming and food production,” said Bord Bia CEO Jim O’Toole.

“'Make Your Mark' empowers consumers to buy with confidence - knowing that when they choose food with the Bord Bia quality mark, they’re supporting over 60,000 farmers and producers who produce food to the highest Bord Bia standards of quality and sustainability.”

The campaign places particular emphasis on younger consumers aged 25 to 40, whom research shows are highly motivated by making food choices that support their local communities.

Bord Bia has conducted research with this group during development of the campaign and early testing shows the advertising has been very positively received. The organisation expects it will resonate strongly with the wider public and stakeholders alike.

The campaign will run across national TV, radio, online and social media from this week, with further activations planned at key events including the National Ploughing Championships.