Description
Our Food Roots has launched “We Make Greatness from Grass,” a campaign designed to reconnect younger generations with Irish food and farming. New research shows that while farming continues to enjoy strong public trust, eight in 10 people are concerned that future generations could lose their connection with where their food comes from, particularly as younger consumers increasingly learn about agriculture through social media and short-form content.
The campaign’s first phase focuses on the quality of Irish beef and dairy and the grass-based production system behind them. Directed by Eilís Doherty, known for her work with Irish artist CMAT, the campaign takes a more disruptive and entertaining approach, using confidence, humour and the energy of music culture to showcase Irish produce. It features a farming crew alongside popular content creators and farming influencers.
Rather than targeting farmers, the campaign is aimed at consumers whose understanding, trust and purchasing decisions can influence the future of the sector. The idea is that before asking younger audiences to understand farming, they first need a reason to pay attention. The campaign will run across social media, digital video, audio, cinema and television.
“Our Food Roots” aims to build a stronger relationship between farmers and the public by improving understanding of the opportunities and challenges facing modern agriculture. By telling the story of Irish farming in a way that feels relevant to a new generation, the campaign hopes to strengthen trust, pride and awareness of where Irish food comes from.
This professional campaign titled 'We Make Greatness from Grass' was published in Ireland in September, 2026. It was created for the brand: Our Food Roots, by ad agency: Core. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 minutes ago.
