Bord Bia launches major lamb drive

BORD Bia has launched a major campaign to promote Irish lamb on the home market and is planning a similar promotion in France at the start of next month.

The campaign at home is focused on encouraging consumers to look out for high quality new season lamb and to choose a lamb dish on Féile Bia menus when eating out.

Bord Bia is inviting all Féile Bia chefs to highlight a special lamb dish on their menus during a three-week period.

Chefs have been supplied with recipes from a recent lamb cookery competition and a window sticker encouraging customers to choose a lamb dish from the menu.

A TV ad campaign (June 4-17) will feature a new Bord Bia advert aimed at younger consumers.

Other activities this summer include the distribution of recipe leaflets to retailers and butchers. Over 250,000 leaflets will be distributed this year. There will also be a media focus on lamb consumption, nutritional information, new recipe ideas and information on the Quality Mark.

Meanwhile, Bord Bia’s lamb promotional campaign will begin in France at the start of June. The main elements will include an on-pack offer in over 1,500 stores. It will involve eight major retailers including Carrefour and Intermarche.

Some 200,000 booklets will also be distributed to French consumers on Ireland and Irish lamb. This will also be supported with a radio campaign.