Promotion for Irish food

Since its inception in 1994, Bord Bia, as Ireland's parastatal trade agency, has promoted the success of premium Irish food and agricultural products in international markets.

As a link between Irish producers and potential customers, Bord Bia works to strategically develop markets for food, beverage and agricultural products. Through its global network, Bord Bia aims to introduce customers and consumers to the taste of premium Irish products.

Credible and large-scale image advertising through placement of print ads in the RegionalReport Ireland.

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Content advertising of topics through placement of an advertorial in the fresh food section of Lebensmittel Zeitung.

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Diverse advertising of Irish products in terms of design and content in the digital advertorial on www.lebensmittelzeitung.net

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Communication Solution:

To be continuously on the minds of retail decision-makers, Bord Bia's advertising campaign was placed cross-medially throughout the year in Lebensmittel Zeitung media. This included banner campaigns on www.lebensmittelzeitung.net and a digital advertorial to showcase the variety and quality of Irish dairy products. The digital advertising media were supplemented by print ads in Lebensmittel Zeitung. Here, the ads were placed in the Ireland country report and the fresh produce section.

Campaign Overview

Communication Objectives:
Image promotion of the quality of Irish products (with a focus on beef, fish and mopro) with a focus on sustainability and green feed issues.

Target group:
Decision-makers in retail headquarters, independent merchants (FMCG).

Campaign period:
January to December 2020

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