Bord Bia Launches Major Irish Beef Marketing Campaign
The agency is investing €1 million to bolster demand for Irish beef products across key European markets this autumn.
Updated on Oct. 29, 2026 in Marketing
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Bord Bia has launched a €1 million marketing campaign aimed at sustaining demand for Irish beef amidst ongoing inflationary pressures. The initiative promotes steak and stewing cuts through diverse advertising channels across the United Kingdom, Belgium, Italy, and the Netherlands.
Why it matters
The campaign serves as a strategic effort to support international demand for Irish agricultural exports during a period characterized by rising costs and significant cost-of-living challenges for consumers.
The promotional campaign features a total investment of €1 million targeting four European nations. Twelve Irish farmers recently participated in the SIAL tradeshow to support these industry efforts.
The players
Bord Bia
Bord Bia is the Irish Food Board, an agency responsible for the promotion and development of Irish food, drink, and horticulture markets internationally.
The details
This campaign utilizes a mix of television spots, outdoor advertising, retail media, and digital platforms to reach consumers. Bord Bia is actively collaborating with online retailers in the United Kingdom and consumer influencers in the Netherlands to drive engagement.
Timeline
Twelve farmers attended the SIAL trade show in Paris during October 2026.
The marketing campaign is running throughout the autumn 2026 season.
Market Landscape
This campaign follows the broader pattern of national-level marketing support permitted under the framework of the European Union's Common Agricultural Policy. By investing in direct-to-consumer advertising, the agency seeks to differentiate Irish beef in a competitive European food market.
Shoppers in the UK, Belgium, Italy, and the Netherlands can expect to see increased visibility for Irish beef products in local retail outlets and on digital platforms. These promotions may highlight specific pricing or availability for premium steak and stewing cuts throughout the season.
The takeaway
Maintaining market presence during economic downturns often requires targeted investment in branding and consumer outreach. The reliance on digital influencers and retail partnerships highlights a modern shift in how agricultural agencies connect directly with household buyers.
Further reading
For more on industry strategies, visit the Marketing section.
Source note: This article includes information reported by The Irish Post.
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