Bord Bia is set to launch a new 11-week advertising campaign, according to Agriland.ie.
The campaign kicks off next week, (Monday, 18 June) and aims to promote new season Irish lamb with the ‘Quality Assurance’ (Q) mark.
The Irish food group said that Irish farmers in its quality Assurance scheme play an integral part in the success of the ‘Q’ mark.
The TV campaign focuses on the versatility of three specific lamb cuts, story fry, cutlets and a leg of lamb. It also highlights the various social occasions it can adapt to, from a quick and easy mid-week meal to the summer barbecue and special family occasions.
The campaign will branch out across multiple multimedia and social media platforms, including TV, Facebook, Instagram and Youtube.
IFA National Sheep Chairman Sean Dennehy said the promotional campaign should provide a major boost to lamb sales throughout the summer and autumn months.
He said all of the supermarkets have now moved over to new season lamb and retail promotions have commenced.
The IFA recently met with the Bord Bia sheep meat team to discuss the detail of the 2018 campaign, which Dennehy said is “geared at getting the entire family eating more lamb”.
IFA National Livestock Chairman Angus Woods recently announced that live exports trade has performed ‘very positively’ in 2018, driven by the performance of calves and adult animals.
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