Growing the success of Irish food & horticulture

AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009

Growing the success of Irish food & horticulture

Promoting Irish Beef

Intensified Beef Campaign

Jim O’Toole 3rd June 2014

Growing the success of Irish food & horticulture

Roundtable on Beef 17th April

Minister requested:

Bord Bia allocate an additional €500,000 to intensify

and target promotion of Irish beef through its

campaigns in the UK and certain continental EU

markets

Growing the success of Irish food & horticulture

70 Top International Chefs Endorsing Irish Beef on Jim Hogan’s farm, Co. Carlow during a Study visit in June 2013

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Retail Customers for Irish Beef

75+ 2001 2014

27

Growing the success of Irish food & horticulture

Spend & Volume % - 52 w/e 02nd March 2014 2.2

2.3

2.8

4.3

4.6

9.4

13.2

14

16.6

25.6

2.8

3

1.7

3.8

3.3

9.7

13.3

14.2

15.2

27.4

Aldi

Lidl

M&S

Co-op

Waitrose

Total Butchers

Asda

Morrisons

Sainsbury's

Tesco

Beef Volume

Beef Value

Irish beef in three of top four UK retailers ….Tesco, Sainsburys, Asda

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Consumer Promotional Activity in UK

Fresh Clippings Newsletter Retailer bespoke

Promotions

Recipe Website

Partnerships

irishbeef.co.uk

Growing the success of Irish food & horticulture

Selling the Superior Taste of Grass Fed Irish Beef in Germany, our Fastest Growing Steak Market

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Sept - Dec 2013 55m advertising impressions for Irish beef

(TV, Radio, print, press, online, digital)

Radio: 5m heard the

advert >10 times

Consumer

print: 5m

printed

adverts

Growing the success of Irish food & horticulture

Market Volume Value Identity Scope Potential Impact

Britain

Hi Channel:

Hi Prod. Mix

Med

Hi

Lo Volume:

Med Value:

Lo

Med

Long Term

Priority

Cont EU

Med Channel:

Hi Prod. Mix

Hi

Hi

Hi

Volume:

Hi Value:

Hi

Hi Immediate

Tactical

Cont EU

Med Channel:

Med Prod. Mix

Med

Med

Lo

Volume:

Med Value:

Med

Med Immediate

Transition

Hi

Channel:

Med Prod. Mix

Med

Lo

Lo

Volume:

Lo

Value:

Med

Med Long Term

Growing the success of Irish food & horticulture

Irish beef adverts in online media Google Banner Advertising linking to

irishbeef.co.uk

Irish Beef Promotion, UK – Advertising Creative

Category & Consumer Analysis to demonstrate

Irish beef proposition in manufacturing sector

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Netherlands: On Pack Promotion

Summer Weber

BBQ

June 30 – Aug 29

Back to school on-

pack with Albert

Heijn (cooked) tbc

Sept 1 -12

Slow cooking

Le Creuset

promotion

Oct 6 - 31

BBQ Promotion open

to all key Retailers.

Estimated 500 stores

participating

Back to school

promotion offered to

AH cooked

Similar to BBQ

promotion, open to

all main retailers

Growing the success of Irish food & horticulture

Additional Activity Germany 2014

On Pack Promotion

Retail

Activation

Channels:

Facebook Ads //

Irish Beef Website

ballyknocken@irishbeef.de

Cookery School

Activation

In -Store Tastings

Activation

50 store tasting days

Win a Le Creuset dish

Channels:

POS 10 million packs //

Irish Beef Website //

Trade leaflets

Growing the success of Irish food & horticulture

Growing the success of Irish food & horticulture

Market Volume Value Identity Scope Potential Impact

Britain

Hi Channel:

Hi Prod. Mix

Med

Hi

Lo Volume:

Med Value:

Lo

Med

Long Term

Priority

Cont EU

Med Channel:

Hi Prod. Mix

Hi

Hi

Hi

Volume:

Hi Value:

Hi

Hi Immediate

Tactical

Cont EU

Med Channel:

Med Prod. Mix

Med

Med

Lo

Volume:

Med Value:

Med

Med Immediate

Transition

Hi

Channel:

Med Prod. Mix

Med

Lo

Lo

Volume:

Lo

Value:

Med

Med Long Term

€85k [17%; total now €400k]

€330k [66%; total now €1.91m]

€85k [17%; total now €435k]

Growing the success of Irish food & horticulture

Activity Plan

Summer /

early Autumn

wk 25 wk 26 wk 27 wk 28 wk 29 wk 30 wk 31 wk 32 wk 33 wk 34 wk 35 wk 32 wk 33 wk 34 wk 35 wk 36 wk 37 wk 38 wk 39 wk40 wk41 wk42 wk43

NETHERLANDS

Radio

On Pack

promotion

Google Search/

Advert

Facebook

Giveaway

TV/Online TV

GERMANY

Print Ads

In-Store Tasting

On Pack

Promotion

Online

Promotion

Importer

Promotion

BRITAIN

Google Search/

Advert

 June July August September October November

Growing the success of Irish food & horticulture

AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009

Growing the success of Irish food & horticulture

Promoting Irish Beef

Intensified Beef Campaign

Jim O’Toole 3rd June 2014