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New campaign hopes to give grass-fed Irish beef an edge

14 October 2020

Bord Bia, the Irish Food Board, is launching a big impact marketing campaign placing grass-fed Irish beef in the spotlight this autumn in a bid to drive awareness of its premium qualities and Ireland’s unique grass-fed production systems

Launching on 14 October, this is the first broadcast campaign in the UK for Bord Bia to air on national TV and will run during the month of October across high profile ITV breakfast shows, targeting families across the UK who enjoy beef and are looking for premium, great tasting and sustainable produced grass-fed beef.

“The ‘Its’ All Right Here’ campaign, is an opportunity to showcase Ireland’s high standards in grass-fed production systems and highlight the tradition and care of Irish farmers with consumers across the UK,” said Emmet Doyle, GB Meat Market Specialist, Bord Bia - The Irish Food Board. “It enables us to tell our unique story while showcasing how our lush green pastures, fresh clear air and plentiful rain make Ireland the perfect place for premium quality and delicious tasting grass fed beef.”

The “It’s All Right Here” TV campaign is being released in parallel with Bord Bia’s new Grass-Fed Standard for Beef in the UK this month. The Grass-Fed Standard is the world’s first independently verified standard on a national scale, that allows Irish processors to track and verify the percentage of grass consumed in the diet of Irish beef herds. The Grass Fed model will use data collected during the ISO-accredited Sustainable Beef and Lamb Assurance Scheme (SBLAS) - Bord Bia’s quality assurance scheme on Irish farms - at on-farm audits to determine the grass fed status of each participating herd.

The TV advertising is supported by digital and social advertising, which will feature cut downs of the TV advert shared across Facebook, Instagram and YouTube. As well as a collaboration with a high profile chef and the creation of a grass-fed Irish beef delivery box.

Grass-fed Irish beef can be found in major retailers nationwide right through to top end butchers and restaurants in London and across the UK.



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