Bord Bia

Bord Bia

Premium Supplier 12th February 2024
Bord Bia

Bord Bia

Premium Supplier


Renowned Irish rugby player and TV presenter, Greg O'Shea, and rugby pro Max Brown, have united forces with Bord Bia in a compelling campaign that celebrates the unparalleled quality of organic Irish beef. In an exciting collaboration that transcends the boundaries of sports and culinary excellence, O'Shea and Brown are championing the exceptional taste and nutritional benefits of organic Irish beef.

At the heart of this collaboration is a shared appreciation for the superior quality, nutritional richness, and sustainability that define organic Irish beef. Known for its delicious flavour, organic Irish beef is derived from cattle grazing on the nutrient-packed grasslands of Ireland, characterised by an abundance of clover and yarrow.

The campaign highlights three key aspects that make organic Irish beef a standout choice:

1. Premium Protein: Naturally rich in protein and vitamin B12, organic Irish beef emerges as the optimal choice for individuals seeking to enhance their protein intake. Max Brown endorses the role of this premium protein source in supporting peak athletic performance.

2. Energy Elevation: Packed with protein and essential nutrients, such as vitamin B12, organic Irish beef contributes to energy production. Greg O'Shea, recognising the importance of a balanced and vibrant lifestyle, emphasises how incorporating organic Irish beef into one's diet can be a key element in achieving optimal energy levels.

3. Natural & Organic: The delicious flavour of organic Irish beef is a testament to the natural and organic practices followed in its production. Cattle grazing on Ireland's lush grasslands result in beef is delicious and also aligns with the values of conscious and healthy food choices, as articulated by Greg O'Shea.

O'Shea expressed his enthusiasm for the campaign, stating, "Being part of this campaign is a celebration of conscious and healthy food choices. Organic Irish beef aligns seamlessly with those values, making it not just a delicious meal but a lifestyle choice.” Max Brown, drawing from his experience as an athlete, emphasises, "As an athlete, I've always been mindful of the crucial role nutrition plays in peak performance. Organic Irish beef not only offers an exceptional taste but also the protein and nutrients essential for athletic excellence."

In addition to the endorsement from these rugby icons, the campaign also features an exciting competition and an exclusive in-store offer, inviting consumers to engage with and experience the excellence of organic Irish beef in a myriad of ways. This culinary partnership between sports, artistry, and nutrition promises to elevate the awareness and appreciation of Irish beef on a global scale.

Exclusive Giveaway - Ireland vs England Six Nations Championships Tickets: As the crescendo of this campaign, Bord Bia is offering an exclusive chance for UK consumers to win two tickets to the Ireland vs England clash in the 2024 Six Nations Championships at Twickenham Stadium. The competition is live on @irishbeef Instagram from 14th of February #irishbeef.

Exclusive Ocado Offer: To further ignite the passion for Irish beef, Bord Bia has partnered with Ocado. Between 21st February – 19 March 2024, Ocado will promote organic Irish Sirloin Steaks, bringing the finest flavours and nutritional benefits closer to the UK consumer with just a few taps on the Ocado app.

Sean Deane, spokesperson at Bord Bia, commented: "This collaboration between Bord Bia, O Shea, Brown, and Ocado is a celebration of not only taste and nutrition but also a conscious and healthy approach to lifestyle. Follow these influential advocates, dive into the competition to experience the best of organic Irish Beef."

For media inquiries, please contact: [email protected]

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