Building on the 2020 campaign, the aim of the 2021 ‘It’s All Right Here’ campaign is to reach mass market shoppers and help to grow awareness about Irish Beef in light of a post-Brexit market. Research showed that a significant proportion of our core audience watched ITV1, and ITV Breakfast acts as a cost-effective way of reaching adults 25-54. Print activity in Sainsbury’s and Tesco magazine also help to build coverage amongst offline shopping audiences.
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