Bord Bia has announced that it is set to launch its largest-ever promotional campaign for Irish organic companies.
The campaign will target Irish consumers aged 24 to 44 across a range of media, including TikTok, YouTube, radio, and outdoor advertising.
Bord Bia highlighted that campaign also features partnerships with retailers, ‘foodie’ influencers, and the sponsorship of a top-rated podcast.
Commenting on the launch, Emmet Doyle, organic sector manager, Bord Bia, said, “Bord Bia research into the organic market found that there is already strong goodwill and positivity towards organic produce among Irish consumers. The goal of the campaign is to translate that goodwill into purchases.
“We’re using the tagline ‘More-ganic’ to encourage consumers to add more organic produce to their shopping basket.
“The campaign has been rigorously tested and refined using consumer focus groups, and we hope it will have a strong impact among the target audience.”
The first burst of the ‘More-ganic’ campaign will begin on 6 November and run until 17 December, the group noted.
A second wave will run next spring, as part of a three-year plan to support the organic sector, it added.
The campaign is part of a suite of activities undertaken by Bord Bia to support the organic market, which includes in-depth research into the organic market in Ireland and abroad, trade advertising and retailer activations in key European markets for organics, and increased participation at trade fairs.
Natexpo Trade Show
The Minister of State for Land Use and Biodiversity in the Department of Agriculture, Food and the Marine, Pippa Hackett, officially opened the Origin Green Ireland stand at the Natexpo trade show in Paris.
Nine Irish organic companies will be exhibiting over three days.
Natexpo is France’s largest trade fair for organics and attracts buyers of organic produce from key European and international markets.