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Bord Bia Digital Campaign To Target 33 Million Chinese Consumers

Bord Bia announced the launch of its first consumer-oriented digital campaign to directly advertise Irish products in China. With an initial focus on Irish dairy products, Irish meat and seafood will be included in the promotion next year.

In its initial stage, an array of online ads, promotions and targeted blogger engagement are planned. A new website (www.origingreen.com.cn) has been developed to support the campaign.

Aidan Cotter, Chief Executive, Bord Bia said, "It is estimated that of the 1.38 billion people living in China 680 million are active internet users while 653 million use social media, while over 60% of Chinese consumers shop online each week, compared to less than 20% globally. The strong influence of social media in China is ideal for reaching our core target audience and following our consumer insight and research work, we have identified the key messages and relevant online platforms."

Over 200 Chinese food buyers, trade partners and local media attended a Bord Bia event in Shanghai on September 9, hosted by the Minister for Agriculture, Food and the Marine Michael Creed TD, to launch the campaign. The event took place on the penultimate day of the agri-food industry’s Asia Trade Mission.

Speaking at the launch, Minister Michael Creed said, "In order to expand our food exports in China we must communicate our point of differentiation from products originating in other countries. Bord Bia’s Origin Green provides us with a competitive edge as the only national sustainability programme providing verifiable safe, secure and sustainably produced food.

"Chinese consumers have been enjoying quality Irish dairy product for many years without necessarily making the link with its origin and what makes it so unique. We can now close that loop by communicating direct to the consumer. Bord Bia's digital campaign will help us promote Irish exports and their unique qualities to an audience we could never have reached otherwise."

In 2015, Ireland exported over €650 million worth of food and drink to China, an increase of 16% on 2014.

© 2016 - Checkout Magazine by Miyuki Nakano

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