New national campaign to promote Irish lamb launched
Bord Bia has launched a new campaign to promote lamb to young generations. File image
A new national campaign to support and promote the Irish lamb sector via a €450,000 investment to boost consumer demand has been launched.
The campaign, launched by Bord Bia, is designed to drive long-term growth for Quality Assured Irish lamb by encouraging younger consumers aged 25 to 44 to choose lamb, ensuring its continued relevance.
Sector Manager, Sheepmeat and Livestock at Bord Bia, Seamus McMenamin, said: “The investment underlines Bord Bia’s continued commitment to supporting Irish sheep farmers. Supporting demand for Quality Assured Irish lamb in Ireland is critical to the long-term sustainability of the sector.
This campaign is focused on ensuring lamb remains relevant for the next generation of consumers by addressing key barriers and showcasing how versatile and accessible it can be as part of everyday meals. By encouraging more frequent consumption among younger households, we are helping to build a stronger, more resilient future for Irish sheep farmers.”
The campaign showcases a range of cuts and cooking methods to highlight the versatility of lamb as a midweek choice, not just for special occasions.
The campaign is live and targeting younger generations through media channels they frequently engage with, such as TV, video on demand, online video, digital audio and key social channels.
Seamus McMenamin continued: “The campaign has a strong national reach through a new TV ad, while digital channels and social media enable more targeted engagement and messaging with younger consumers.”
The lamb campaign is part of Bord Bia’s broader Quality Mark promotions for Irish meat, eggs and horticulture, which emphasise the link between choosing food with the Quality Mark and supporting Irish farmers, growers and producers and, in turn, local communities.
