The humble ham sandwich remains a champion in our homes with 79% of people saying it still forms a key component of important family gatherings. Bord Bia today launched the I Love Ham Sandwiches campaign to encourage consumers to be proud to admit their affection for the staple food item and to look for the Bord Bia Quality Mark when purchasing sliced ham and bacon to make sure that it has been produced to the highest standards.
The research* shows that when it comes to ham sandwiches our tastes remain simple with 44% of people choosing to eat plain ham or ham with butter or mayonnaise in their sandwiches The second favourite choice at 23% was for the classic ham and cheese either on plain or toasted bread.
The “I Love Ham Sandwiches” campaign will run on social media platforms and will include a three minute video featuring Gift Grub characters Roy Keane and Daniel O’Donnell who declare their love for the ham sandwich.
Other key research findings about our habits show that:
- The “Tea and Ham Sandwiches” phenomenon is alive and well with 59% of people admitting that they always have a cuppa when enjoying a ham sandwich
- 49% of people said they used two slices of ham in their sandwiches but 2 out of 3 admit to eating a sneaky slice when making it!
- Our preference is to cut ham sandwiches diagonally with 42% preparing them in this way, however 1 in 5 admit to not cutting their sandwich at all – just tucking straight in!
- Showing that food choice can be a reflection of personality, females chose wafer-thin ham as their favourite while men preferred it thick-cut (37%)
Teresa Brophy, Ireland Market Manager, Bord Bia said “This campaign is focusing on our nostalgia for the Ham Sandwich and to encourage consumers to be proud to say “I love ham sandwiches” again. We are also encouraging people to choose ham and bacon with the Bord Bia Quality Mark to ensure that it has been produced to the highest standards”.
As part of the campaign a special video featuring Gift Grub characters Roy Keane and Daniel O’Donnell was created and can be viewed on www.facebook.com/bordbia. Consumers can also enter competitions and receive simple ham and bacon recipe ideas. Join the conversation on Twitter using the #ilovehamsandwiches tag.
*About the Research:
The research was carried out by Trade Wins on behalf of Bord Bia with 800 respondents based in Dublin, Cork, Galway and Waterford.
About the Bord Bia Quality Mark:
The Bord Bia Quality Mark is the symbol used to indicate certification under Bord Bia’s Quality Assurance Scheme. The Bord Bia Quality Mark guarantees that the highest standards in food production have been achieved and that farmers, processors and packing houses have been independently audited.
Products carrying the Bord Bia Quality Mark include pre-packaged meat such as beef, chicken, duck, lamb, pork (including bacon, cooked ham, rashers, sausages) and turkey; pre-packaged meals containing meat; fruit, vegetables and eggs.
Bord Bia’s Quality Mark scheme involves more than 40,000 farmers and 150 factories and food production plants in Ireland.