Dutch cookware firms put Irish beef on the menu with promotions

HOUSEHOLD names like the Le Creuset premium cookware company and Weber barbecues are helping to sell Irish beef in the Netherlands.

The Irish food board, Bord Bia, teamed up with Le Creuset in a ‘stewing made easy’ promotional drive last winter. On-pack promotions with a number of Dutch retailers offered consumers a chance to win a free Le Creuset stewing dish, based on their purchase of Irish quality assured beef. Stewing is an integral part of Dutch cuisine, and compared to previous on-pack promotions, the Irish beef/Le Creuset initiative registered a remarkable four-fold increase in the number of online entries received through the Irish beef website.

Later this year Bord Bia will launch a Beefing up the BBQ promotional campaign in the Netherlands, in association with Weber BBQ. Again, packs of Irish quality assured beef will offer consumers a chance to win a Weber barbecue.