Irish Beef

Irish Beef

BORD BIA 

JULY 2016

 

CHALLENGE

Build brand saliency and emotional connection to the positive attributes of Irish beef

 

INSIGHT

Positive & topical associations = differentiation, conversation, premium’isation

 

IDEA

Build an ’always on’ content and influencer programme around chefs & topical cooking topics

 

PERFORMANCE

Sales growth year on year; annual digital reach = 12m; tracking shows huge growth in positive perception and intent to purchase

Ongoing management and creation of content across platforms

Yearly themed content including video and social campaigns

Experiential events and live social activation

Sustainability messaging

Events and partnerships