AMV tipped to pick up Irish Food Board task

Abbott Mead Vickers.BBDO is understood to have picked up the Irish Food Board account for a campaign promoting Irish beef.

The Irish Food Board is thought to have talked to at least three UK agencies before picking AMV to handle the account, which will emphasise the difference between Irish and British beef.

The marketing campaign is estimated to be worth between 10m and 20m.

The agency is likely to be charged with producing an initial press campaign aimed at British consumers. Sources have also suggested that the Irish Government will ask the European Commission for funding to help run a pan-European campaign. This will target both the trade and consumers. The Irish Ministry of Agriculture confirms it has asked the Food Board to draw up a proposal for a marketing campaign funded by the EC.

In the long term, it is understood the Irish government wants to build Irish beef as a distinctive brand, similar to New Zealand lamb or Danish Bacon.

Beef under the Quality Irish label, which is sourced from independently inspected farms, went on sale for the first time in the UK last October. The move into the UK followed successful launches in the rest of Europe.

The Irish Food Board denies it has appointed an agency and AMV maintains it has not yet heard from the Board.