Board Bia launches in Italy the autumn campaign dedicated to Irish Grass Fed Beef Igp

The Irish government agency for the promotion of food and & beverage Bord Bia has launched in Italy the autumn campaign 2026 dedicated to Irish Grass Fed Beef Igp.

With more than seven weeks of activity between the end of September and December, the plan will ensure a continuous presence in the fourth quarter of the year to strengthen Italian consumers’ awareness of the product.

The different channels

The strategy integrates outdoor, retail media, connected TV, influencer marketing and social media into a system of complementary touchpoints along the consumer journey, with the aim of broadening reach and opportunities for contact and supporting awareness and consideration, from daily commutes through to the moment of purchase.

In Milan, the outdoor campaign will involve 270 advertising spaces, including posters in underground stations and banners on public transport, for more than 138 estimated gross contacts. This activity will be complemented by a Ctv plan on TV8 and Cielo, to further broaden coverage and exposure frequency.

The plan will also reach the point of sale with a retail media activity in 60 Esselunga supermarkets. A network of digital screens in the fresh-food areas and near the staffed butchers’ counters will create a direct link between communication and purchasing decisions.

Digital

On the digital front, influencer marketing will bring Irish Grass Fed Beef Igp into online communities engaged through recipes, original content and dedicated storytelling. Completing the strategy, an always-on presence on Facebook and Instagram will run throughout the quarter, with content supported by paid activity to amplify its reach and reach relevant audiences.

The concept

At the heart of the campaign, the creative concept “Your Island of Taste” tells the story of Irish Grass Fed Beef Igp’s connection with its territory of origin and with a farming model based on pasture. Recognised by the European Union in 2024, Irish Grass Fed Igp beef celebrates the wealth of expertise of Irish farms, predominantly family-run, and a territory where a mild climate and frequent rainfall provide ideal conditions for Grass Fed farming. The specification requires a diet consisting of at least 90% grass and at least 220 days of grazing per year, elements that help define the identity and characteristics of Irish Grass Fed Beef.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.