Contract for Irish Beef EU and Uk Brand Health Tracking

Bord Bia's overall ambition is ‘to nurture a thriving future’ – for Irish farmers and for Irish food and drink companies. A key element in delivering this ambition is to build Irish food and drink (Food Brand Ireland) and further develop its proof points. Bord Bia does this by positioning Food Brand Ireland as natural and sustainable (‘working in harmony with nature’). Key European markets for the brand of 'Irish Beef' are Germany (DE), Netherlands (NE), Italy (IT) and the United Kingdom (UK). In these markets, Bord Bia promotes 'Irish Beef' to its target market in a marketing campaign using various media in each market (i.e. TV, digital, outdoor, in-store, sponsorship and PR). The campaign in each market originates from the 'Food Brand Ireland' global brand strategy with specific adjustments for sector and market nuances. The primary marketing objective across all these markets is to build awareness for 'Irish Beef', as well as premiumising and driving preference for the brand. The business objective is to ultimately increase the frequency of purchase and consumption of 'Irish Beef' in these markets. Bord Bia wishes to commission a research programme in its key European markets to understand Irish beef branding and evaluate the effectiveness of related campaigns in each market.