2017 Bord Bia issued a tender for a €2 million marketing campaign, which will be mainly funded by the European Union.
The contract for the project has recently been awarded to London-based marketing firm Kindred Agency.
Included in the three-year contract is €120K of the budget reserved for collaborations with social media ‘influencers’ and bloggers.
Key message: Mushrooms make you a great meal provider (‘they’ll thank you for your effort’) because mushrooms add an extra dimension to a basic dish quickly and easily.