Bord Bia Announces 'Flex Your Mussels' Marketing Campaign

By Dave Simpson
Bord Bia Announces 'Flex Your Mussels' Marketing Campaign

Bord Bia is running a two week "Flex your Mussels" campaign from October 22 to November 4, which involves running numerous activities across many channels to encourage consumers to eat Irish Mussels and remind consumers how delicious and healthy they are. The campaign activities include radio, outdoor and PR, digital activity and cookery demonstrations on the Six O’Clock Show.


Bord Bia said is also encouraging businesses in the restaurant trade to consider including mussels on their menus or as a "special" during the promotion and to support the campaign through their own social media channels using the hashtag #FlexYourMussels.

Bord Bia believes that a great eating out experience can in turn encourage consumers to incorporate mussels into their weekly meal repertoire and it is supporting the campaign with a series of simple and tasty recipes.

Bord Bia has developed A5 blackboards and tent cards which can be placed around businesses' premises to encourage customers to choose Irish Mussels from their menus. To order these items, businesses can e-mail [email protected]. Additionally, a "How to prepare mussels" video and recipe inspiration can be found on Bord Bia's website at

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