Not baaaaa-d! Kilkenny family front new campaign on role of Irish farmers in delivering quality food

Bord Bia has unveiled Make Your Mark, a major new national advertising and marketing campaign designed to highlight the role of Irish farmers and food producers in delivering quality assured food to consumers across the country. 

The TV ad features Kilkenny sheep farmer Richard Hogg, along with his wife Avril and son William, as they tend to their flock of EasyCare sheep.

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It also depicts Bord Bia auditor, Francis Hurley, inspecting the Hogg’s sheep and farm records as part of a Bord Bia audit.

Commenting on their involvement in the campaign, Richard Hogg, who is based in Stoneyford, said: “As a Quality Assuredsheepfarm, we put time and commitment into meeting the criteria of the Bord Bia audit – from keeping our flock healthy to maintaining detailed farm records. It is great to see Bord Bia putting farmers centre stage, recognising the people behind the produce, and the care and effort that goes into producing food with the Bord Bia Quality Mark.”

Farmers Front and Centre

This is the first time a Bord Bia campaign will showcase all areas of farming and food production under the Bord Bia Quality Mark. The campaign’s tagline, “Your food choices can support quality assured farmers”, underscores the powerful role consumers play in sustaining Ireland’s agri-food community. 

To ensure authenticity and credibility, Make Your Mark features real farmers and growers, bringing audiences behind the Quality Mark in a fresh and relevant way.  

“Every day, Irish shoppers make choices that have a direct impact on farming and food production,” said Jim O’Toole, CEO, Bord Bia. “Make Your Mark empowers consumers to buy with confidence — knowing that when they choose the Bord Bia Quality Mark, they’re supporting over 60,000 farmers and producers who uphold the highest standards of quality, sustainability, and care for the land.”

Connecting with a New Generation

While continuing to build loyalty among long-standing Quality Mark shoppers, the campaign places particular emphasis on younger consumers aged 25–40, who research shows are highly motivated by making food choices that support their local communities. Bord Bia has conducted extensive research with this group during development of the campaign, and early testing shows the advertising has been very positively received. The organisation expects it will resonate strongly with the wider public and stakeholders alike.

“Choosing food with the Bord Bia Quality Mark makes a real difference — for families, communities, and the future of Irish food,” added Mr. O’Toole. “Our research confirms that shoppers are looking for food choices they can trust, and Make Your Mark meets that need. We’re proud that quality assured farmers and growers are at the heart of this campaign.”

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A 360° Campaign

Make Your Mark will run across national TV, radio, online, and social media from this week, with further activations planned at key events including the National Ploughing Championships. Campaign bursts are planned for September and November, with further activity continuing throughout 2026.