The inaugural Best in Season campaign involved widespread media relations activity featuring registered dietician Orla Walsh and local fresh produce growers. Alongside a week-long homepage takeover of food section on www.irishtimes.com, we further elevated the media relations activity. As part of a strong digital strategy, we worked closely with Bord Bia to develop engaging and colourful multi-media content for Bord Bia’s social media channels which was used in a paid-for and organic content. We also identified and worked with select food writers and content creators to generate inspirational social media recipe content.
In recent years, we have used the “Best in Season” banner as a key part of other promotional activity such as the ‘Field Veg & New Season Queens’, ‘Celebrate Strawberry Season’, and ‘National Potato Day’ campaigns utilising the label as a fundamental pillar to promote more sustainable consumer shopping habits.