Irish Beef has a special relationship with the UK. It is a major import and has positive quality perceptions amongst food lovers and professionals. Our brief was to increase this awareness and quality reputation through digital channels, with the aim to drive consumer awareness and trial.
Through social listening and primary foodie research we know that chef endorsement is key to delivering foodie engagement when it comes to premium foods. Targeting a food lover audience, the campaign centres on a partnership with food website Great British Chefs and high profile Michelin starred UK-based chefs.
In partnership with GBC we created a plethora of premium Michelin star quality recipes and how-to videos to engage our audience and drive conversation. These were accompanied by foodie editorial, that drove the quality message home. High end food bloggers were also engaged to develop a range of consumer targeted Irish beef recipes, videos and hints and tips. All of this rich content was published via social channels and through a newly designed Irish Beef website.
Since launch there has been a 70 per cent increase in hits to the website and pre and post consumer tracking shows that attitudes towards Irish Beef are dramatically improving. Social engagement on Irish Beef’s channels are at an all-time high and social listening reveals that positive sentiment is also increasing exponentially in line with campaign content publication. Most importantly claimed purchase has also grown since the campaign commenced.