Bord Bia invests €1 million in Irish beef marketing campaigns

Bord Bia is investing nearly €1 million in marketing campaigns this autumn to promote Irish beef across the United Kingdom and several European markets. The initiative aims to bolster export demand and support Irish farmers amidst ongoing cost-of-living pressures and inflation.

The campaign will feature different products tailored to local consumer preferences. In the UK, Belgium, and Italy, the promotion will focus on Irish quality-assured steak. In the Netherlands, the campaign will highlight stewing cuts. In Italy, the program includes outdoor advertising in Milan, connected TV, and influencer marketing to promote grass-fed beef.

As part of the broader strategy, twelve Irish beef and sheep farmers are attending the SIAL food and drink tradeshow in Paris to observe the global representation of the livestock sector. Bord Bia CEO Jim O’Toole stated that the investment is designed to reinforce the value and quality credentials of Irish beef to drive retail sales during a period of economic challenge.