Bord Bia launches first ever Grass Fed Irish Beef TV campaign in the UK

MII chair Philip Carroll says decision "will widen the scope for beef exports over the coming years" 

Ireland’s beef exports to the UK were valued at almost €850 million in 2019, and Bord Bia is aiming to build on this through its new 'It's All Right Here' ad

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Brand Central

Bord Bia has launched a major UK 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.

The TV campaign which began on 14 October, is Bord Bia’s first ever campaign in the UK and is set to run throughout this month. The ‘It’s All Right Here ad, which is being aired across high profile ITV breakfast shows, will target families across the UK. Ireland’s beef exports to the UK were valued at almost €850 million in 2019.

“This campaign is a timely 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. “It enables us to showcase the commonalities between British and Irish beef, and how Ireland continues to be the perfect source of premium quality and delicious tasting grass fed beef.”

The campaign is being released in parallel with the launch of 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, which 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 a comprehensive digital and social advertising campaign, and collaboration with high profile UK chefs.

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