Bord Bia In Major Retail Push To Counteract Fall In Steak Sales

By Donna Ahern
Bord Bia In Major Retail Push To Counteract Fall In Steak Sales

Bord Bia has said that it is running a major marketing activation partnership with 11 leading European retailers to drive sales of Irish beef steak this autumn and winter.

The campaign launched in Germany on 15 September, will be rolled-out in Italy in the coming weeks, and in Spain in December, featuring in up to 6,000 stores across the three markets, the group said.

Bord Bia highlighted that the foodservice market accounts for a third of all Irish beef exported to Continental Europe, while over half of all Irish steak sold in Continental Europe is through foodservice.

Commenting on the partnership, Ailish Forde, global business development director, Bord Bia said: “Bord Bia has been working alongside key customers in our European markets to create a consumer-focused campaign that aims to provide a much-needed boost to Irish steak sales.

Research from Bord Bia’s The Thinking House points to an opportunity to increase steak sales at retail level, with greater numbers of consumers reporting that they are buying better quality cuts of beef since the on-set of COVID-19.


"While retail demand for steaks remained buoyant over the summer months, we need to redouble our efforts to sustain and grow sales into autumn and winter,” she added.

Marketing Activation Plan

The marketing activation plan features a range of online and offline marketing materials including banners, on-pack stickers, and information on video screens in-store, all designed to increase awareness of Irish steak and provide an uplift in sales.

“This is the first phase of the campaign which will continue into Q1 of 2021, with further retailers in other key steak markets expected to come on-stream as Bord Bia continue to strengthen our relationship with European retailers,” Forde added.

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