Bord Bia’s Grass Fed Standard Launch in Italy
30th November 2020
Francesca Perfetto, Milan Office, Bord Bia – Irish Food Board
Bord Bia Milan has just launched a B2B2C Campaign in Italy to promote the new Grass Fed Standard for Beef, the world’s first on a national scale, that allows it to track and verify the percentage of grass consumed in the diet of Irish beef herds. The campaign focus is on the Grass Fed message “Allevati al pascolo: Grass Fed” (Raised outdoors: Grass Fed) and, as a way to maintain the momentum of the ongoing Irish beef B2C campaign in Italy, it incorporates the more generic claim “Buona per natura” (Good for nature/Naturally good) that we have been communicating across different channels in recent years.
The media mix for the Consumer campaign consists of 2 fully wrapped trams, 17 digital totems in 2 malls in Milan, and 15 fully wrapped buses in Rome. The campaign is now live and will run for over a month, from November 10th to December 15th.
Additionally we are working with key influencers, reaching over 1 million impressions on social media, getting across the message and linking our campaign to points of purchase. The campaign is linked with a national retailers and cash & carry groups with high profile messaging and branding instore and on their home shopping online pages insuring a strong call to action and generating a sales lift.
On a B2B level, we are sending out our message via 7 key trade media publications with a total readership of over 300,000 and more than 180,000 UMVs (Unique Monthly Visitors on their websites). These magazines are featuring the Grass Fed Standard for beef on both their digital and print issues from October till end of the year, through banners, and online and print advertorials.
It is important to communicate our Grass Fed Standard as studies show that there is a strong consumer demand for grass-fed beef and dairy. Half of consumers (54%) globally said that grass-fed would influence their choice of meat and 64% say they would pay more for it (source: Bord Bia/PWC Sustainability Research 2018).
Grass Fed has always been a part of Ireland’s production system. The lush green fields, clean air and plentiful rain create the perfect environment for beef farming, which converts grass into nutrient-rich, premium quality products. This is what consumers need to know in order to allow them to make a sustainable and informed choice, and this is why our current and future B2B & B2C Campaigns in Italy will highlight the importance of our Grass Fed Standard.