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Bord Bia

Best in Season

Bord Bia is planning to raise consumer awareness around in-season fresh produce (Fruit, Vegetables, Herbs) with a social media campaign to communicate the benefits of fresh seasonal produce across the year to consumers, encouraging them to make the simple decision to choose local when purchasing fruit and vegetables which can have significant positive outcomes for both consumer and industry. The campaign on social media was launched in advance of St. Patricks Day, and further activity will take place in advance of Easter, to take consumers on a journey from plant to plate to highlight where our food comes from, and to illustrate the resources required to produce fresh, quality produce in-season.

Carrots 

Grow Cook Eat

A new series of Grow Cook Eat, sponsored by Bord Bia, will be broadcast into homes across Ireland starting on Wednesday, March 18th for a seven-week prime time run on RTE 1.

‘GROW COOK EAT’ is a very practical series, aimed at helping people with little or no knowledge to grow their own food. As well as the step-by-step guides to growing vegetables, this series places a large emphasis on food sustainability and supporting Ireland's food producers.

The show is anchored at the home of GIY, at GROW HQ in Waterford City and each week the TV show sees presenters Michael Kelly and Karen O ‘Donohoe travel to meet and visit expert food producers, from the largest onion farm in North Dublin to a Galway-based organic farm delivery service; insights into ancient Irish grains and wild berries in Kilkenny and Offaly; and report on surprising food stories from behind the scenes at Fota Wildlife Park to potato waste gin in Wexford, as well as visit chefs, and innovative community food projects all across the country.  Delicious menu ideas will be shared weekly by Chef Katie Sanderson, founder of White Mausu. From plot to plate to waste, Grow Cook Eat will show that simple, everyday food actions can make a powerful lifestyle change.

Bord Bia's Director of Horticulture Mike Neary notes "Bord Bia is proud to sponsor GROW COOK EAT for a third season. The programme brings to life the immense time, effort, and care Irish growers put into producing nutritious and sustainable fresh produce, while also recognising the significant social and economic contribution they make not just to their local communities, but the wider Irish economy. Viewers can grow their own vegetables at home or buy local seasonal produce and cook one of the tasty recipes in their own kitchens."

GroMór Logo with Flowers

GroMor 2020

Bord Bia commissioned research on the GroMor campaign in late 2019, to inform planning for this year. It showed that the campaign has the same spontaneous brand recognition as Supergarden, a very credible result, especially considering the disparity in budgets and platforms. Just over 8 in 10 (81%) of those who were aware of the GroMór campaign claim it motivated them to do something with their garden and almost three quarters (74%) claim that they visited a nursery/garden centre to purchase plants/flowers as a result of seeing the campaign. The full report, which has considerable detail on attitudes to gardening by consumers, will be available to all who sign up for the campaign.

Bord Bia will be working with nurseries and garden centers to continue the campaign in 2020. The main audience for the campaign is older women, although younger women with children are also targeted, with the aim of showing that gardening is accessible and rewarding. Some areas of interest for consumers highlighted in the research included growing fruit and veg, bees, the environment and the contribution of gardening to mindfulness. These are the themes that will be reflected in the campaign.

The campaign will have two strands, public relations and digital/social media.

The primary PR objectives is to create awareness of the network of local GroMór garden centers across the available traditional and digital media platforms, to encourage people to visit their local center and buy Irish plants. ‘Get accessible expert advice on gardening from a GroMór garden center’

There are numerous videos about gardening available to use on the digital and social platforms Alongside this there will be targeted digital media advertising, competitions, sharing of partner content, and a slight revamp of the brand is also in planning. It aims to build on the impressive results obtained last year.