Declan Fennell, Sheep Sector Manager, Bord Bia - Irish Food Board

Over the next four months Bord Bia will be rolling out a blitz of promotional activities as part of its Summer lamb promotional campaign. With the objectives of driving sales of lamb and encouraging shoppers to look for the Quality Mark on pack, the campaign will focus on highlighting the unique flavour and versatility of the range of lamb cuts.

This year’s campaign has been given an added boost with an extended TV coverage through Video on Demand. The TV advertisement, featuring Lochlann O’Mearain explaining why lamb tastes so good will be aired for six weeks in total, to coincide with the lamb season in June/July and then again in late August/ early September.

In addition to the BLQAS promotion Bord Bia will be coordinating the ‘Lamb Tasty Easy Fun’ EU co-funded campaign. This three campaign aims to increase consumer awareness of the importance of European lamb production and drive awareness of lamb as a versatile daily-use meat across key markets to include Ireland, Belgium, Denmark, England, France and Germany. Over the course of the summer months a series of activities to include digital/social media, an extensive public relations campaign including 2 week promotion on TodayFM and a series of recipe advertorials will be rolled out within the Irish market.

For more information please see here - www.lambtastyeasyfun.eu