Dutch cookware firms put Irish beef on the menu with promotions
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.
Since Bord Bia established this strategic alliance with Weber Netherlands Irish beef has become a key ingredient on the Weber menu of promotional activities. One of their recent initiatives featured an Irish beef recipe idea in a Weber promotional flier, of which 1.5 million were circulated through garden centres and door-to door inserts.
Co-branding initiatives like these are very successful in the food industry, combining the strengths of two brands in order to increase the premium consumers are willing to pay.
