Bord Bia is highlighting the grass-fed credentials of Irish beef under the slogan ‘Grasstronomy’ ahead of St Patrick’s Day.

The campaign, which kicked off this week and runs until the end of March, includes a dedicated Facebook page, online advertising, email marketing and on-pack activity. Bord Bia meat trade marketing specialist Henry Horkan said St Patrick’s Day was a day to celebrate all things Irish, and Grasstronomy would communicate the quality credentials of Irish beef in an engaging way.