Irish food board Bord Bia has launched a six-week campaign to promote Irish lamb in France.

The campaign, which was launched in conjunction with six top French retailers, including Auchan, Carrefour and Casino, will take place in Paris and the north and east regions of France, covering 950 stores, reported the Grocer.

A spokesman for Bord Bia said: “The objective of the campaign is to promote Irish lamb to the French consumer at a time when it is at its optimum quality and to position it as a natural product with a positive image.”