Promoting Irish Beef Intensified Beef Campaign · 2018-05-09 · Growing the success of Irish food...
Transcript of Promoting Irish Beef Intensified Beef Campaign · 2018-05-09 · Growing the success of Irish food...
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
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
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