Bord Bia today launched a major campaign to promote quality assured bacon and cooked ham in retail outlets. The campaign, which runs until December 16th, aims to increase consumer understanding of the Bord Bia Quality Mark.
Recent research indicates that 78% of shoppers are aware of the Quality Mark and the majority of these say that seeing the logo on meat would make them more likely to buy them (Source: Millward Brown, November 2007).
The campaign incorporates key media including television, radio, national print, bus shelter and bus side advertising. Over one million packs of bacon and cooked ham will carry an on-pack competition with a chance to win a holiday for 12 people in an Irish castle. Some 50,000 information leaflets will also be distributed nationwide.
Speaking at the launch the Minister for Agriculture, Fisheries and Food, Mary Coughlan T.D. commented “I am delighted to launch this campaign today, which is well-timed and will benefit producers and consumers alike. I firmly believe that the customer is entitled to full information on any food they purchase and I fully support giving consumers assurance on quality and full information on origin. Bord Bia’s promotional campaign is an excellent example of Quality Assurance in action”.
The Bord Bia Quality Mark assures the consumer that the product they purchase has been produced to the highest standards and the meat can be traced back to the farm on which the animal was reared.