Grass fed Irish beef is premium, full of taste and is also versatile. In 2017, we set out to communicate these qualities through a range of on and off-line activations – social, content, video, advertising, media partnerships, events – all under the creative banner of Irish Beef Encounters.
We engaged chefs, influencers, developed seasonal campaigns, created events and even toured the country to engage street food vendors. All about driving a conversation around the unique taste and versatility of Irish beef.
Over the year the campaign delivered 24 million reach: mostly through organic, and just over 1 million brand engagement. Post campaign tracking showed a 5% uplift in premium perceptions of Irish beef and an 8% increase in intention to purchase.