The aim is to raise awareness of the qualities of grass fed Irish beef and encourage UK consumers to include it as part of their St Patrick’s Day celebrations. The campaign is called ‘Five Brilliant Beef Recipes…..One Perfect St Patrick’s Day’.
The programme includes display advertising on the Great British Chef site and a partnership with their blogger community. The campaign also features on the Irish beef UK digital and social channels.
The campaign has involved the collation of the perfect St Patrick’s Day recipe content from bloggers and the Irish Food Board’s own sources of traditional Irish beef recipes.
Food lovers are driven to a specially created landing page leading to rich recipe and food content. This also includes a competition to win a meal for four at celebrated Irish chef Clodagh Mckenna’s pop up restaurant in Selfridges. This coincides with the release of Clodagh’s latest cookery book, Clodagh’s Irish Kitchen.
Henry Horkan of Bord Bia said: “We believe that innovative use of the digital space is perfect to build the premium and quality credentials of Irish beef. We are looking forward to another successful campaign.”
Robert Goldsmith, Managing Partner of Spinnaker said: “St Patrick’s Day is a brilliant occasion to promote and celebrate Irish produce. We are looking forward to a successful partnership with Great British Chefs to promote Irish beef in the traditional Irish manner and celebrate positive Irish values.”