Public Sector: Irish food body plans UK comms offensive

Irish food and drink organisation Bord Bia has called in agency help to bring the taste of Irish food to more tables worldwide.

Eulogy will work on an integrated trade and consumer campaign to promote Irish food and drink brands in the UK with immediate effect.

The two-year campaign was handed out by government agency Bord Bia following a public tender.

Eulogy will take on a number of Irish food brands to target the UK market. The brands are yet to be disclosed but are expected to be lesser-known food and drink brands.

The account will be led by Eulogy's Irish chief executive Adrian Brady, who will lead a team of four, reporting to Bord Bia procurement manager Lorraine Keegan.

Brady said: 'Although the retail market might be going through a tougher time, Irish brands do have a wider awareness and trust as a starting point and that should be a good platform to build on.

'What we will firstly be looking at is the popularity of Irish food and drinks brands in Britain such as Guinness and Baileys. There is a great deal of trust in British consumers for Irish products, particularly cheese and beef.'

Ireland's agri-food industry remains a key component of its modern economy. It accounts for eight per cent of GDP and a similar proportion of total employment, amounting to more than 160,000 jobs.

It also accounts for a major proportion of exports of Irish-owned enterprises and its products are sold in more than 170 worldwide markets.

Bord Bia is currently promoting Irish food such as lamb, Bramley apples, poultry and eggs. It was established by an act of the Irish parliament on 1 December 1994, bringing together the former Coras Beostoic agus Feola (Irish Meat and Livestock Board) and the food promotion activities of the Irish Trade Board, now part of Enterprise Ireland.

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