IFA National Sheep Committee Chairman James Murphy said Bord Bia is planning a strong TV campaign as the primary promotional activity for lamb on the domestic market for 2011. In a meeting with Bord Bia this week on the 2011 lamb campaign, James Murphy said “the key promotional focus must be to deliver strong lamb prices back to producers from both the domestic and export markets.”
The IFA Sheep leader said as well as the TV campaign, Bord Bia will focus on taste and Quality Assurance for the domestic market. He said “there will also be a range of other activities including pr instore tastings and online web based activities.”
For the export markets, the Agneau-Presto campaign in France, working with the UK and French agencies, will be the main activity. He said Bord Bia will also prioritise activity in Germany where significant potential to increase volumes and process have been identified.
James Murphy reiterated the importance of a strong lamb promotional programme to Bord Bia to effectively tackle the consumption issues at retail, restaurant and food service outlets. He said “the latest consumer data show some positive indicators on lamb consumption and it is important that this momentum is maintained.”