Bord Bia bids to bring home bacon

BORD BIA yesterday launched a two-week nationwide advertising campaign for pork by offering mobile phone access to tasty recipes.

It invites consumers to chose a pork meal from four recipes Pork Pitta Pockets (Text Pitta), Black Bean Pork with Chilli Oil (Text Pasta), Pork Burgers with Red Pepper and Mango Salsa (Text Burger) and Pork Stir-fry with Cashew Nuts (Text Stirfry).

Consumers can text their preference for a recipe to a dedicated number, namely, 51500.

They will then receive the requested recipe by return text free of charge.

Research shows that 62% of Irish consumers eat pork or bacon at least once a week.

One and a half million recipe leaflets have been distributed to butchers and supermarkets throughout the country to support the campaign.

Owen Brooks, Home Market Director Bord Bia, said the campaign is targeted at 18-35 year olds.

It is based on market research and consumer trends.

These indicate that the average time spent cooking a meal is now less than 20 minutes in comparison to over two hours 20 years ago.

"These pork recipes are nutritious, delicious, quick and easy to prepare," he said.

The campaign is part of a Bord Bia promotional programme to position pork as a modern lifestyle meal solution.

It follows two earlier Bord Bia pork campaigns this year a pork mince campaign in April and a pork barbeque advertising campaign which was launched in August.