French consumers are being targeted as part of a campaign to promote Irish lamb. The campaign by Bord Bia, the Irish Food Board, is aiming to promote Irish lamb at a time of optimum quality and to position it as a natural product with a positive image.
A range of instore activities will be taking place with Carrefour, Intermarché, Auchan, Casino, Cora and Match. To maximise impact, Bord Bia will focus on Paris, the north, the north-east and north-west regions of France, with 150 tasting sessions planned.