Key takeaway
Combining Bespoke Visual Identity (Anniversary Iconography) with High-Prestige Experiential Logistics (3-day curated farm itineraries) secures long-term Global Brand Advocacy and strengthens the “Premium” positioning of Irish exports in Michelin-star markets.
Strategist’s Insight – Paulina Matacinskaite
“The Chefs Irish Beef Club was established as the ultimate ‘influencer’ network before that term even existed. For their 20th anniversary, the strategy was to reconnect these international culinary giants with one of Ireland’s primary food exports. Such an exciting project to work on…from the curated itineraries, to the final Gala dinner made all the long days, so worth it!’’
The Brief
Bord Bia commissioned MNG to manage the landmark 20th Anniversary of the Chefs’ Irish Beef Club (CIBC). The objective, to host 65+ world-renowned Michelin-star chefs and international media from eight countries.
The Strategy
Our strategy focused on Culinary Diplomacy reinforcing Ireland’s status as a world leader in sustainable, high-quality beef.
Anniversary Identity Reset:Rage developed a bespoke 20th-anniversary icon and visual language to elevate the CIBC brand, ensuring the milestone felt prestigious and modern.
Curated Source-to-Table Itinerary:Designing a logistical roadmap that took international talent into the heart of Irish farming, creating an authentic emotional connection between the producer and the chef.
Tactile Brand Immersion:Creating a 360-degree brand world through custom-designed chef jackets, bespoke menus, and high-impact welcome banners at every touchpoint.
The Implementation
This 6-month project required intensive conceptual development, a full creative suite, and the logistical execution of a high-end, 3-day nationwide itinerary.
Complex Logistics Navigation:Managed the movement and hospitality for an international delegation across four distinct farm locations, culminating in a black-tie celebration at the Law Society, Dublin.
Integrated Agency Execution:VBPR led the intensive event management and stakeholder relations, while Rage provided the creative backbone, ensuring every physical asset mirrored the luxury of a Michelin-star kitchen.
Global Advocacy Reinforcement:Utilised the 3-day event to generate high-value content for Bord Bia’s international channels, showcasing the “wealth of culinary talent” endorsing Irish beef.
The Results
Global Reach & Retention: Successfully reinforced the commitment of over 65 Michelin-star advocates across eight key international markets.
Seamless High-Stakes Execution: Delivered a flaw-free, 6-month project that met the rigorous standards of both Bord Bia and a globally recognised cohort of culinary experts.
Legacy Brand Assets: The new CIBC anniversary icon and creative assets have set a new benchmark for the brand’s visual communications moving forward.
