Bord Bia launches Quality Assured beef campaign in Ireland

The campaign will promote beef to young Irish shoppers as a suitable and affordable protein option for weekly meals

Bord Bia's Quality Assured beef campaign will run across TV players, radio, podcasts, outdoor advertising, retail locations and social media.

The first consumer campaign in Ireland since 2020 to promote increased sales of Quality Assured beef has been launched.

Up to 85% of Irish beef is exported, and some of Ireland’s key export markets are currently experiencing more difficult trading conditions. Meanwhile, the latest Irish retail data shows a 4.3% decline in beef sales volumes.

With that in mind, Bord Bia aims to target younger Irish shoppers aged 25 to 44, encouraging them to purchase Quality Assured beef and highlight its taste, nutritional benefits and versatility as an everyday meal option.

Speaking about the campaign, senior manager, Meat and Livestock, at Bord Bia, Joe Burke, said: “Bord Bia’s promotion and support for the Irish beef sector has strategically focused on overseas markets as over 85% of Irish beef is exported.

"The domestic market accounts for up to 15% of Irish beef sales, and all major retailers sell Quality Assured beef. However, we have seen some challenges in the Irish market in recent months, and we recognised an opportunity to increase our focus here to support demand for Irish beef. 

“Through this campaign, we aim to re-engage younger shoppers and remind them of the quality, taste and versatility of Irish beef, while encouraging them to actively look for the Bord Bia Quality Mark when making their purchase.” 

Research commissioned by Bord Bia found that younger consumers can perceive beef as expensive or best suited to a weekend treat. The new campaign aims to challenge these perceptions by demonstrating that beef can be a tasty, nutritious and convenient choice for any day of the week.

The campaign ‘Because You Deserve It’ focuses on showcasing how Irish beef can be incorporated into simple and appealing midweek meals. The campaign also encourages consumers to actively look for the Bord Bia Quality Mark when purchasing beef to support Quality Assured farmers and producers.

The three-week campaign, which commences on September 24, will run across a range of channels, including TV players, radio, podcasts, outdoor advertising at retail locations, and social media.

The campaign forms part of Bord Bia’s wider role in supporting the Irish beef sector by building demand for Irish beef at both consumer and trade level.