Bord Bia, The Irish Food Board, is offering 10 luxury cookery weekends for two at Ballyknocken Cookery School, in an on-pack promotion featuring on Irish Beef retail packs in the UK.

The promotion is running nationally and is the first of a series of below-the-line initiatives to be developed by UK sales promotion agency The Big Kick for Bord Bia.

As part of the promotion, consumers are invited to submit a unique code found on-pack, either by text or via the website. Ten winners will be drawn at random in December. All winners will receive a luxury weekend break to include a half day cookery course and gourmet cuisine in the beautiful setting of County Wicklow, Ireland.

Henry Horkan of The Irish Food Board says: “We wanted to raise our customers’ awareness of the benefits of buying Quality Assured Irish Beef. Irish beef is enjoyed by consumers who seek out simple, natural food and is produced using eco-friendly methods. Our cattle are grass-fed and free-range, which helps to deliver a superior taste.”